Building trust through transparency: Why honesty is the best policy

When the public sector faces challenges, people want to know why. Instead of sticking to bureaucratic statements, try leading with empathy and explain decisions in terms people can understand.

Network Rail have a great approach when it comes to this. Their ‘Speak passenger’ tone of voice is all about putting themselves in their audiences’ shoes and asking two questions before writing anything: 1. what’s the most important thing for the audience to know or do? And 2. Is there a chance they’ll react negatively? If the answer is yes, it’s all about framing the response to show they understand where their frustration is coming from. When addressing the delays and disruptions caused by extreme weather, they chose transparency over silence – proactively explaining the “why” behind the delays and empowering people to check their train times for an alternative route or solution. This simple technique helps to shift the conversation from a place of frustration to acceptance and understanding.

TOP TIP: Use clear, accessible language to explain difficult decisions and back up your explanations with tangible benefits for the public. Avoid fluff that obscures the message and focus on speaking to people as ‘people’, not statistics.

Transparency on its own isn’t enough – it’s also about how you communicate that message to the masses. Creatives and strategists, like us, play a vital role in shaping how that information is received. After all, the goal isn’t simply to be honest; it’s to be understood.

Let’s look at healthcare comms as an example. During sensitive times, like a public health concern, it’s important to be simple, clear and understand what the audience needs - while being creative enough to attract attention and cut through the noise. By creating communications and campaigns that are both accurate and relatable, you can demystify complex issues and make your audience feel both empowered and informed.

TOP TIP: Content that gets to the point as quickly as possible is your friend here. An infographic that simplifies a policy or a short video explaining service delays goes a long way in making complex or sensitive information feel approachable and relatable.

Trust isn’t built through one-way communication – it’s developed through active two-way engagement. According to a recent ONS report, as many as half of people said that feeling engaged was a major factor in how much they trust the government.

Instead of solely focusing on delivering announcements, create opportunities for the public to be part of the conversation. This could be as simple as hosting Q&A sessions, inviting feedback, or offering a public form on your social media channels where people can express their views and ask questions. By treating the public as partners, you can not only build trust but demonstrate a genuine commitment to serving the interests of the community as a whole.

TOP TIP: You can start an “ask us anything” session on Instagram or Facebook stories for topics that impact the public directly, such as planned changes in your service delivery. This shows you’re open to discussion and committed to improving things.

Trust in the public sector can be rebuilt – but it requires commitment. Being transparent isn’t just a PR move – it’s a strategy to build understanding, engagement and loyalty. By embracing clear, honest communication, you can earn back the trust of your audience. It’s a long game, but when the public sees that you’re not afraid to communicate honestly and openly, they’re more likely to believe in and support the work you do.

Need our support turning communication into a source of connection and credibility? Get in touch!