The Strategic Power of Trust - How PR Professionals Can Lead in a World of Doubt

LAINNYA

Nov 20 2024, 22.51

In an age of fractured trust and relentless skepticism, communication professionals face unparalleled challenges. Trust in governments, media, and institutions has reached historically low levels, as demonstrated by the 2024 Edelman Trust Barometer. It paints a bleak picture: institutions are seen as either competent or ethical, rarely both. For communication professionals, this dual failure presents both a challenge and an opportunity. Trust, power, and influence—long at the heart of public relations—have become critical tools for navigating this volatile landscape.

At the World Public Relations Forum (WPRF) 2024 in Bali, global thought leaders discussed how public relations professionals could strategically address the erosion of trust and drive meaningful impact. Central to these conversations was the concept of “smart power,” introduced by Noella Mutanda of the Public Relations Society of Kenya. Mutanda described smart power as the deliberate blending of soft power’s persuasive, empathetic approach with the structural authority of hard power. PR professionals, she argued, can harness this synthesis to navigate complex societal dynamics while maintaining authenticity and ethical integrity.

PR professionals must recognize that wielding influence effectively requires fluency in all forms of power: hard, soft, and smart. Hard power involves using authority, rules, or incentives to drive compliance, often in crisis situations where decisive action is paramount. Soft power, by contrast, is about attraction—leveraging emotional connections, shared values, and cultural resonance to inspire voluntary alignment. Smart power, as Mutanda emphasized, integrates these two approaches, allowing communicators to adapt strategies contextually. The key is knowing when and how to use these forms of power effectively, engaging them appropriately to build trust, drive progress, and manage complex challenges.

The trust deficit today has been exacerbated by societal fragmentation, misinformation, and relentless digital disruption. Governments, struggling to address global challenges such as climate change and political instability, are increasingly perceived as ineffectual. Media institutions, long the arbiters of truth, are undermined by fake news and algorithmic manipulation. While businesses are viewed as relatively competent, their trustworthiness is undermined by a widespread perception of prioritizing profit over societal good. The Edelman Trust Barometer makes it clear: restoring trust requires urgent, sustained action.

At WPRF 2024, the theme “Purposeful Influence for the Common Good” underscored the responsibility of public relations to rise above transactional relationships and become a force for societal progress. Retno Marsudi, Indonesia’s former foreign minister, emphasized that trust is not a commodity but an investment built through sustained, responsible communication. This includes managing information ethically, amplifying marginalized voices, and promoting inclusion in both storytelling and action. Trust remains the foundation of influence, and influence—when applied ethically—becomes the superpower communicators can wield to rebuild a fractured world.

Public relations professionals are also uniquely positioned to drive and measure progress toward Diversity, Equity, and Inclusion (DEI) goals and Environmental, Social, and Governance (ESG) commitments. These priorities align directly with the ticking timeline of the United Nations’ Sustainable Development Goals (SDGs), set for completion by 2030. With just six years remaining, communication professionals must advocate for meaningful action while ensuring these efforts do not devolve into hollow challenges branding these important commitments as “wokeness.” Transparent measurement, consistent reporting, and a commitment to substantive change are essential for credibility and impact.

The notion of superpowers was a recurring metaphor at WPRF 2024, symbolizing the unique capabilities that PR professionals bring to the table. Their ability to shape narratives, amplify cultural diplomacy, and foster connections across divides is unmatched. Indonesia’s leadership in forums such as the G20 and ASEAN summits exemplified this dynamic. By leveraging trust and cultural diplomacy, Indonesia successfully navigated global challenges, demonstrating the strategic power of soft influence. PR professionals can emulate this approach, using their skills to build narratives that inspire, unify, and advocate for progress.

Fiona Cassidy, a Global Alliance board member, highlighted the transformative potential of soft power, which draws on cultural resonance, emotional connection, and shared values. Yet, as Noella Mutanda argued, even soft power must evolve. Smart power offers a more nuanced, strategic approach, integrating the allure of soft power with the authority of hard power. This blend is essential in a world where audiences demand empathy, authenticity, and accountability. PR professionals can use smart power to influence public opinion while maintaining ethical boundaries, ensuring their messages resonate authentically and inclusively.

As technology reshapes the communication landscape, it also presents ethical challenges. Artificial intelligence, while offering unparalleled opportunities for precision and reach, risks being weaponized for manipulation. The Global Alliance’s advocacy for ethical AI use underscores the need for transparency and responsibility. For communicators, AI should be a tool to enable trust, not a shortcut to influence. Maintaining the human element and emphasizing shared values remain critical to any strategy.

Public relations professionals also play a pivotal role in advancing DEI and ESG goals. They must ensure that commitments to these principles go beyond rhetoric, advocating for systemic change while transparently communicating progress. This includes engaging stakeholders at every level, from grassroots communities to multinational boards. The challenge is not only to meet expectations but to exceed them through innovative approaches that foster inclusion, sustainability, and accountability.

The 2030 timeline for achieving the SDGs looms large. Communication professionals have an unparalleled opportunity to drive awareness and action, but time is running out. While the public increasingly demands authenticity, PR practitioners must push back against performative gestures that dilute meaningful impact. They must instead champion initiatives that are measurable, impactful, and deeply rooted in their organizations’ values.

The future of public relations is inextricably tied to its ability to inspire trust, wield influence, and advocate for the common good. To rise to the occasion, the profession must embrace its role as a strategic partner in shaping societal progress. This requires bold action, ethical conviction, and an unwavering commitment to building bridges across divides.

Calls to Action:

1. Examine and Evolve Smart Power Strategies: Dive deeply into the principles of smart power as introduced by Noella Mutanda. Critically evaluate the balance of empathy and authority in your communication strategies, and champion practices that advance trust-building and sustainable influence in a rapidly evolving global context.

2. Harness Your Superpowers Responsibly: Recognize the unique capabilities you bring as a communicator—shaping narratives, driving connections, and inspiring change. Use these powers ethically and with foresight, ensuring that every message you craft and action you take contributes positively and meaningfully to the common good.

3. Master All Forms of Power: Learn how to wield hard, soft, and smart power effectively. Know when to engage each approach, applying the right mix at the right moment to navigate complex challenges, influence outcomes, and drive trust-based progress.

In a world fraught with uncertainty, public relations professionals hold the tools to lead. Trust, when earned and wielded wisely, is transformative. By embracing the principles of smart power and purposeful influence, communicators can restore faith in institutions, bridge divides, and drive the global agenda toward a brighter, more equitable future.

Penulis : Jenny Muir

Editor : Doddy Rosadi

World Public Relations Forum 2024