Credibility & Trust
Term: Credibility & Trust | Book: Lipstick on a Pig (the no-spin era): book profile and conceptual summary
Definition and main idea
Communication credibility is not just a good reputation or the ability to speak well; it is formed from consistency among words, evidence, behaviour and acceptance of responsibility.
Explanation and elaboration
A well-made message can attract attention, but if it conflicts with the organisation’s reality it is vulnerable in the long run. Admitting error, giving checkable facts and documenting corrective action can stop a mistake from turning into a deeper crisis of trust. The audience also pays attention to the organisation’s record and how it behaves under pressure.
Notes and limits of interpretation
Source versus analysis
Transparency does not guarantee that all audiences will trust or agree with the organisation’s decision. The aim is not total control over others’ reaction; it is providing honest information and making informed judgement possible.
Relations to other concepts
- The No-Spin Era & Transparency
- Deliver the Bad News Yourself & Admit Mistakes Fast
- Don’t Create a Pig in the First Place
- Crisis Communication in the Real World
Review questions
- What communication problem does this principle solve?
- Is the message consistent with the reality of the organisation’s performance?
- What exactly should the audience know, understand or do?
- What evidence exists to evaluate the result?