Trust in governments, institutions, and the media is at an all-time low. That's according to the latest trust barometer from communications firm Edelman.
However, voices of expertise are regaining credibility amid this climate of suspicion, the study says. "Journalists have risen 12 points, and CEOs recorded a seven-percentage point gain, since 2017."
Think about what this means for your organization's approach to content. It is an opportunity to convey your expertise.
Leveraging the full force of your communication channels, get your experts and your senior executives to speak up and contribute to industry discussions, whatever those topics may be. Conduct interviews with your people. Get them on camera and in print talking substantively about the issues at hand.