From mistrust to trust: tips for clear public communication and a reliable brand.

Corona: the risks were significant, the consequences were felt by everyone, but the communication was unclear. While ministers used one metaphor after another to clarify the situation, public distrust grew. Do you want to build trust? Then it starts with clear public communication.

Public communication is a specialized field. It's a form of government communication, meaning it often deals with complex topics that must be understandable to everyone. And all this while time pressure is often high and budgets are minimal. A considerable challenge! And one that unfortunately doesn't always go smoothly. Approximately 30% of Dutch people struggle with government documents. After reading them, they often don't know what to do. This lack of clarity leads to feelings of anxiety and frustration. This is evident from the 2022 Government Text Comprehensibility MonitorDo you want to inspire trust with your public communications? Then you want to build a reliable public brand and communicate clearly. This blog post provides practical tips to help you achieve this.

Ensure a reliable reputation for your public brand

Confidence in government is increasing. From 29% in September 2022 to 42% in June 2024That's great! Although nothing is as changeable as public opinion. You want to be prepared for when that changes. Build up a buffer. Then you can respond quickly and effectively if you do have to. communicating during a crisis situationTo achieve this, you want to build a strong relationship with your target audience. Try to focus on these four points:

Point 1: Focus on the needs of your target group

Do you give your target audience the feeling that you take them seriously? Then that lays a good foundation for trust. You do this by actively letting them participate, really too listen To understand their needs, set the right expectations, and then act accordingly. To do this, you'll want to answer questions like:

• What are important themes for my target group?
• What are the concerns or questions they have?
• What information do they need?
• What interests are at stake?

In your public communication, don't focus on what you want to say. First, consider your target audience's needs. Then see how you can connect with them with your message. For example, the face mask campaign in Greece worked well because it addressed the importance of protecting the older generation. And caring for the elderly is a core value in Greek culture.

Point 2: Say what you do and do what you say

Keeping promises is the foundation of every good relationship. If you say residents have a say in the process, make sure they're actively involved. If you say you're going to make your brand more sustainable, then make it happen. You want to avoid greenwashing at all costs. A strong public brand is built by continuously meeting expectations. So make sure all your actions align with your organization's vision, mission, ambition, and core values. Does your website state that your organization is "transparent"? Then make sure your target audience hears from you even when you have difficult messages to share. This consistency ensures they see you as a reliable and recognizable brand.

Point 3: Ensure a continuous communication process

Public communication isn't a moment, but a process. Take a participatory process as an example. You want to communicate before, during, and after. the COMPOD episode “Participation – from consultation to impact” You'll get lots of tips about that. Here's a sneak peek...

In a participatory process, you want to establish frameworks beforehand. This allows you to justify why you are or are not taking certain input into account. For example, based on the available budget or the administrative agreement. During the process, you want to provide regular updates. And afterward, you want to share results and ask for feedback: are residents already noticing the process in their daily lives? You want to use that feedback to improve your future communications. Is all communication well-coordinated? And is it a continuous process? Then your target group will never be left with questions. Or at least they'll know where to find the answer. That builds trust.

Point 4: Be as clear as possible

Is your public communication honest, consistent, and above all… clear? Then you've earned my trust! Even if you deliver a difficult or negative message for me as the recipient.

Five tips for clear public communication

You want your key message to be clear and concise. You want the content to be understandable. You want the recipient to have no questions. And you want the overall experience to be positive. Here's how:

Tip 1: Give the right message

Here, too, consider what your target audience needs to know, not what you want to tell them. As a sender, you're often tempted to first explain why you're doing something or asking something. It's much clearer for the recipient to know exactly what you're asking right away. For example, as a municipality, you could first explain why you're closing the entire street. But chances are your target audience would be more interested in knowing when you're going to close it and what the consequences will be. In that case, start by telling the recipient that it's best to park their car in a different street next weekend. Only then explain why.

Tip 2. Address your target audience directly

It's so tempting to act from our own perspective, especially as a public organization. You simply have certain things you need to communicate. And it makes sense to use your message as a starting point. A concrete tip to reduce this? Try switching from the "we" to the "I" form. "We'll arrange everything for you to get the health check." It sounds different than "You don't need to arrange anything else to get the health check." Because you address the recipient directly, the content feels much more personal. This way, you engage your target audience more, which contributes to a positive brand experience.

Tip 3. Make it easy for your target group

On the one hand, it's a matter of form. Stop using vague words, jargon, unclear abbreviations, and long sentences in your public communications. Write at a B1 level, so it's easily understood by the average Dutch reader. It can be quite difficult to determine what constitutes difficult language. This website check whether the words you use are B1 level. And via this tool you can even check your entire text.

On the other hand, convenience lies in accessibility. How easily can your target audience find the information they need? Optimize your digital channels to address this. Think user-friendly websites where people can quickly find the right documents, mobile apps with clear information, and online forms that your target audience can easily fill out. And don't forget offline channels. Approximately 2,5 to 4 million Dutch people lack sufficient digital skills. It's only right to make communication easily accessible for this group.

Tip 4: Communicate transparently

Be honest, relevant, and regular. In other words: don't avoid difficult topics. And communicate actively through various channels, such as newsletters, social media, and public meetings. Also, share news regularly. These can cover policy, projects, and decision-making processes, as well as positive results you've achieved. This keeps your audience well-informed and increases your organization's visibility and credibility. Finally, always be open to feedback. This is the best way to ensure your public communications truly resonate with your target audience.

Tip 5: Make contact possible

One final tip. Hopefully, your reader won't have any questions at this point. Just to be safe, add a contact person so they can go there if necessary. Even if you don't actually want your recipient to contact you. Because an open door truly builds trust.

Merlin is happy to help you
"Would you like to discuss your public communication or need some advice? I'd be happy to help!"
Call +31 (0)20 441 47 07 of mail to merlijn.wessels@babbage.nl