Positioning your team for a world of declining trust

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Canadians are concerned about online misinformation & the ways your organization can navigate

A recent study from Statistics Canada found that only 47% of Canadians report high levels of trust in the media. The study uses data from the Survey Series on People and their Communities, and was released this summer.


Other key findings from the report include:


  • 6 in 10 Canadians are highly or extremely concerned about the presence of misinformation online, and those individuals are much more likely (69%) to fact-check their news from more than one source.
  • People who are more concerned about online misinformation are less likely to have confidence in different institutions like police, courts, school systems, parliament, banks, and major corporations.


So what does this mean for your organization as you work to advance your goals?


Strong, clear, and concise communication is key – Do not let your key message get watered down or miss the mark.


Call it out fast – If you’re on the receiving end of misinformation – say so, clearly and quickly. “It’ll blow over” isn’t a plan, and misinformation will linger if not dealt with.


Make your key message easily accessible – Not only on your website and social media but also ensure your leaders and team members are on point in media interviews and everyday conversations.


A bright spot in the report is that 69% of people who are concerned about misinformation are attempting to fact-check their news from more than one source. These Canadians are thinking critically about the information they are consuming and are being cautious about being fed false narratives. As an organization, there’s an opportunity for you to make their lives easier by clearly & quickly communicating whenever misinformation comes into play.

 

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Two new reports highlight the latest Canadian media trust scores Two recent reports paint different pictures of the level of trust Canadians place in the news media. Pollara’s 4 th annual “Trust in Media” study says 51% of Canadians tend to trust the media, which is higher than the previous years they’ve done the study – 44% in 2002 and 47% in 1992. Trust levels are highest among seniors, as well as Liberal and NDP voters. Compare this to the 2026 Reuters Institute’s research report that finds only 37% of Canadians have trust in the news overall compared to 55% in 2016. It also found that just 12% of Canadians pay for news online, and that social media and news websites have overtaken traditional news sources. So, what does this mean for your organization? It’s about ensuring you’re trusted, even if the platform you find yourself on isn’t. Talk about trust in media is nothing new, and it’s clear that levels of trust vary depending on the audience. It’s about coaching your leaders to go beyond message control, and to communicate with credibility in a potentially low-trust environment. This means being comfortable and confident in explaining evidence in plain language, acknowledging uncertainty, clearly distinguishing facts from narratives, and correcting misleading assertions while engaging legitimate criticism. Success is more than positive media coverage or message consistency – it’s about creating long-term trust and confidence in your organization, and supporting your leaders and spokespeople in building it.

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Common issues ahead of important communication opportunities:  1. You don’t have a clear key message If someone asks you: “What’s the one thing you want listeners to remember?” and you can’t answer in 15-30 seconds, you’re not ready. 2. You’ve memorized talking points, but can’t explain them naturally If you’re focused on memorizing scripts and key phrases, you’re more likely to struggle if you forget or get taken off track. You need the confidence to trust yourself in the conversation. 3. You don’t have a strategy for responding to tough questions If you’re planning to wing it, that’s a problem. You need to anticipate the tough questions and practice bridging to your key message – naturally and authentically. Strategy and structure are key building blocks of confidence going into any important communication opportunity. You must know the point you want to get across, know how to keep on track, and have the confidence to respond authentically in the moment.