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.

 

Three red flags you're not ready for that news interview or big presentation

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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.
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Signs you should be investing in training and coaching before there’s a problem:  1. Your leaders are becoming more visible If leaders are starting to do more interviews, podcasts, team town halls, or conference appearances, the stakes increase. A media trainer can help them communicate clearly, stay on message, and handle difficult questions effectively. 2. You're entering a high-stakes moment Product launches, mergers, major announcements, regulatory scrutiny, crises, layoffs, or rapid growth often attract media and internal attention. It's easier to prepare before the spotlight arrives than to learn under pressure. 3. Interviews and communication opportunities aren't producing the results you want If leaders ramble, get quoted out of context, struggle with tough questions, or fail to communicate key messages, outside coaching can identify blind spots and support leaders in becoming better communicators. In hiring a media and key message trainer, many organizations wait until there's a problem. The strongest communicators often receive training before they need it, so they're prepared when a major opportunity—or challenge—appears. Communication training is leadership training.