2024 Edelman survey finds growing trust in government in Australia - and 3 ways to supercharge that25/3/2024 Australians trust government, according to the much-anticipated 2024 Edelman Trust Barometer results. Almost. The barometer put Australia’s trust ranking at 50% - an improvement of 5 percentage points on the previous year. This makes us 11th, or better than mid-table, on the ladder of 28 global countries surveyed. It means Australians, on the whole, have moved from distrusting government to now being in neutral territory. How can we push the dial so government is emphatically trust? The survey found Australians trust government:
“Trust in government” is a generic term; it does not distinguish between the administration of government (the civil or public service) and the political arm (elected representatives). Trust in the latter, in particular, can rise and fall any given day. But let’s accept the Edelman Trust barometer for what it is - a reliable instrument that shows long-term trending on trust. For those on the frontline of building trust in government, it provides valuable intelligence. So, how should government communication and media teams respond to these latest results? How can we push the dial so government is emphatically trusted as an institution? We have little control over social media. Facebook, again, is changing its algorithms. I offer three insights. Firstly, government communicators need to keep doing what they’re doing - and do it better. Our jam is providing authoritative and trustworthy information. This information helps people understand policies and programs, how to access public services, and to learn of their obligations. And, of course, a bunch of other stuff. During COVID, trust in government in Australia surged. It jumped more than any other country surveyed as citizens looked to their governments for leadership and health information and guidance. Government communications were hitting the mark. Let’s continue to refine our messaging to make it clearer, and more accessible, helpful and engaging. Secondly, governments must take control and optimise their information channels - namely, websites and portals, direct email, apps and the like. Relying on other organisation’s channels is dangerous. Certainly beware of the Sirens of social. Social media can be energy sapping and the return on investment questionable if not disappointing. Data shows that even the most prolific social media users do not trust social media. As I wrote in my book The DIY Newsroom, we have little control over social media. Facebook is again moving to relegate traditional news sources, even eliminate them. Overnight, some Instagram accounts have lost formerly phenomenal reach because of algorithm changes. Which brings me to the final point. >> BELOW: Free chapter from my book, The DIY Newsroom Thirdly, let’s not hide our light under the bushel. Governments should be unabashed about telling their (many) positive stories.
If you ran a ruler over government communications, I suspect a large proportion of messaging would be trying to justify, defend or neutralise the negative. That does not represent the balance of government activity. Governments develop, fund and implement countless measures and initiatives that support and improve the lives of Australians. Let’s tell those stories. *** Building trust is about playing the long game. It takes time to acquire and retain trust, and it can be lost in a heartbeat. For those of us in the communications business, trust is the prime currency. Increasing its value will pay dividends for everyone in society.
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AuthorStuart Howie is a Canberra-based media and communications strategist. He has worked with private and public organisations in Australia and New Zealand, helping them to discover, shape and tell their stories. He is the author of The DIY Newsroom, which won the social media/technology category at the Australian Business Book Awards. Categories
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