If awareness and understanding are the foundation, then trust and perception are the walls that either invite people in or keep them out.
Think about times when service was disrupted or expectations weren’t met, whether that was your fault or it was out of your hands. How did you handle it? Moments of disruption are when perception hardens, either in your favor or against you. And trust, once lost, is difficult to rebuild.
That’s why it’s critical that you invest in trust-building before the next challenge hits. Because when things get messy, people don’t turn to flowcharts or infographics. They turn to whoever made them feel informed, respected, and heard last time.
Here are a few proven tactics we recommend to get ahead of the next crisis moment:
- Customer-ready emails that anticipate and explain service disruptions before frustration sets in.
- Localized social media content that walks customers step by step through both planned and unplanned critical events.
- Text opt-in campaigns that let you communicate in real time about each customer’s journey.
- Sustained media and thought leader outreach during non-crisis moments, helping clarify how your work happens and who is responsible for what.
It’s tempting to assume that accurate, timely information will naturally rise to the top, but the reality is, confusion spreads faster. And in the absence of proactive messaging, perception often gets shaped by the loudest voice, not the most accurate one.
That’s where you shine.
Our work at REACH is centered on helping partners build trust, not just with data, but with connection. This includes partnering with local organizations, leveraging culturally relevant storytelling, and ensuring that communities have access to authentic individuals and real-time information, not just polished promotional materials.
Trust takes time, but it moves mountains. The more we invest in it, the more resilient and inclusive our electrified future becomes.
