Credible Spokespeople build credible reputations. But who and what’s credible? Based on data, research and insight LMI helps you to work that out. Perceptions of empathy, expertise, commitment and candor are essential to delivering thoughtful, credible messages that build trust, even under the glare of media or public scrutiny.
At LMI out approach to developing a communications strategy begins with an evaluation of your organizations objectives and the credibility it has amongst it’s key stakeholders, including news media. Based on this analysis we’ll then outline a communications strategy including audience specific tactics that will build credibility, trust and eventually, social licence.
Trust and credibility are the foundation of reputation and central to social license. Reputation is at stake whenever company employees engage in a conversation with stakeholders and thus impact social license. Research shows that when concern is high and trust is low more than half of a person’s willingness to see an organization as trustworthy and credible is based upon perceptions of empathy. But there are other factors as well.
LMI and its Research Associates believe Social license is the broad consensus that exists among many different audiences that a certain proponent has earned the right to proceed with their undertaking. This social consent can be inherent (assumed to be present due to the reputation or power of the proponent), or it can be bestowed or earned through a transparent, credible process of consultation.
The extent of CRED a company exhibits can be contrasted with industry leaders to offer a glimpse of the overall Social Consent score. Attributes that are low can be improved by focusing attention in those areas including training programs to improve the CREDiblity of spokespeople in the communities where organizations operate.
Extensive research on the factors that shape trust and credibility and thereby strongly includence Social license show that four key factors determine feelings of trust towards an organization. LMI calls it organizational CRED.
- Competence: That people believe you have the competence and expertise to address the issues that concern them.
- Responsiveness: That you are openly responsive toward questions, problems or inquiries from friend and foe alike even under pressure.
- Empathy: That your actions demonstrate strong empathy toward those most affected.
- Dedication: That there is a long-term dedication to well understood values and especially the environmental and safety commitment and consciousness of the organization and its leaders