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Trust in Public Relations


14 May 2021




Virtual Classroom



Few deny the importance of trust: it underpins communication, relationships, leadership, and more. Yet do we really understand what is involved? This course uncovers the ‘truth about trust’ and its lessons for every PR practitioner. A number of case studies show how to apply what you have learned the very next day.

Event Type: Classroom

Address: Virtual Classroom, Virtual Classroom

Places available: 10

Places remaining: 10

Trainer: Francesca Granelli

Image of trainer

Event Overview

Who should attend

PR practitioners who wish to build trust with stakeholders in order to enhance communication, safeguard reputation, create loyalty – and build an asset to cope with the inevitable crisis.

What to expect

What does it mean to trust individuals and organisations? What are the different types of trust?

Why is trust good? Why is it wrong to say that distrust is bad? Why is mistrust always wrong? •

How can you earn, rather than manufacture, trust? How does this relate to your reputation?

Where do trust and communication meet? What are the practical implications?

Course objectives

Participation in the course will provide you with the knowledge to:

• define trust and identify the various types you require in successful PR

• distinguish trust from mistrust, distrust, reliance, and loyalty in your day-to-day work

• explore why trust underpins all aspects of public relations and how ethical practitioners use it

• investigate how trust and communication, in particular, depend on each other

• counter disinformation, misinformation, and malinformation in your work

• survive crises by substituting personal for impersonal trust (and vice versa) • draft a PR plan that focuses on better trust, not more trust – and earns, rather than manufactures, it.

[Note: this contains original research from Francesca’s PhD, book, and other publications.]