1 |

Building and Maintaining Trust

Module B2

2 |

Module objectives

By the end of this module, you should be able to:

● Outline characteristics of information needs during emergencies

● List the building blocks of risk communication

● Describe the characteristics of trust

3 |

Nature of public health emergencies

Earthquake - Nepal 2015 Ebola - West Africa 2014

Photo: WHO/A.Bhatiasevi

Fukushima 2012

Photo: http://www.techandinnovationdaily.com/wp-

content/uploads/2013/11/FukushimaPic.jpg

Photo:

http://www.standard.co.uk/incoming/article8620966.ece/alternates/w620/SyriaR

efugees.jpg

Photo: WHO/A.Bhatiasevi

Syria crisis since 2011

4 |

Why is information important during an emergency?

● Necessary for rapid and effective assistance for those affected by the emergency

● The basis for coordination and decision making

● Essential for the organization to gain credibility (and visibility)

Photo: WHO/S. Gborie

5 |

Characteristics of information during an

emergency

High demand for information

Urgent time frame Requires rapid and

effective dissemination

Use preferred channels of key

audiences

Existing information sharing

networks

Rumours Misinformation

New Media Non traditional

Media

Information handled well can strengthen TRUST

6 |

Risk communication building blocks

4. Credibility

3. Expression

of care

2. Values

1.Technical

information

5. Trust

7 |

The building blocks - 1

● Information should be evidence-based when possible, but adapted to the languages and the contexts of the public or audience – translational communication

● Credible speakers (scientists, opinion leaders) produce more opinion change

● People's values and beliefs colour how they perceive expert or official information

1. Technical

information

2. Values

8 |

The building blocks – 2

● People need to know that you care for them or respect them in how you present your information

● Credibility is partly influenced by the reputation you and your organization have

● It could depend on your expertise and or your skills

● It can be lost if people feel you are lying or withholding information

3. Expression

Of caring

4. Credibility

9 |

The building blocks - 3

● Trust in individuals and organizations is by far the greatest factor in communicating risk

● It is either strengthened or weakened every time officials and experts speak or make announcements

● It is made up of four key elements, linked to the other building blocks

Trust

Illustration:

https://ioneelev8.files.wordpress.com/2011/02/trust11.jpg

10 |

Characteristics of Trust

Expertise

Good character

Identification

Good will

● You know what you are talking

about

● You know how to fix problem

● You agree with other known

experts

• You are telling me the truth

• You are not omitting information

• You are reliable

●You share my values, experience

and my fate

● You care about me

● You know and address

my concerns

11 |

Trust and transparency go hand-in-hand

http://www.qtmi.net/the-chicken-or-the-eggdoes-transparency-lead-to-trusty/

12 |

Actions for Building and Maintaining Trust

Image: http://changeyourlifepraxis.com/wp-content/uploads/2013/06/2013-1.jpg

1. Be open, honest, transparent 2. Be consistent 3. Communicate first and

frequently 4. State what you know, what you

don't know and what you are doing about it

5. Show empathy 6. Address concerns 7. Follow up