How to Protect Public Trust Through Clear Communication at #MACoCon

At the 2024 Winter MACoCon, an expert panel explored how county employees can build sustainable public trust through consistent communication. Establishing public trust is crucial to ensuring the public heeds government officials during a crisis.

The panelists in this session were:

  • Anna L. Sierra, Chief Development Officer | Legislative Officer, Maryland Department of Emergency Management
  • Bryan P. Sears, Government Reporter, Maryland Matters
  • Scott Peterson, Manager, Media Relations and Strategic Partnerships, Office of the County Executive, Montgomery County

With participating moderator, The Honorable Steuart Pittman, County Executive, Anne Arundel County

CE Pittman opened the session by emphasizing the importance of building public trust as a foundation worth protecting. Drawing from his extensive experience in the political arena, he shared compelling examples and real-world challenges that highlight the unique complexities of communicating from his position.

Our first panelist, Bryan Sears, shared valuable insights into how communications professionals can work with the press to foster trust and transparency. His advice underscored the importance of responsiveness, honesty, and collaboration when engaging with journalists.

I have basic expectations of what to know going in. When I call, I’m looking for responsiveness. When I email, I’m looking to hear back some acknowledgment that we’ve opened the line of communications and you’re trying to get me answers to the questions

His key takeaways were:

  • Responsiveness is a must.
  • Understand that breaking news is “breaking news” when dealing with deadlines.
  • Clear, honest communication is a must (do not lie). If you don’t know or you can’t say, say so
  • When dealing with foreign journalists, they may not be familiar with local nuances – provide ample context and background.
  • Be patient with new reporters.

Next came Scott Peterson, who pulled data from the Pew Research Center on where we stand nationally and locally with trust.

He noted Maryland’s relative advantage; he quipped, “If you don’t like this data, just know that Maryland is better than everywhere else.”

Through his findings, he was able to conclude that despite national declines in trust, local news organizations consistently outperform national outlets in terms of public credibility. This reinforces the importance of local governments working closely with their community’s news media. He also cited the sources Montgomery County residents rely on for local news, sharing statistics that underscore the role of local communications efforts in shaping public understanding. Below are some of the images from his slides reflecting points he wanted to highlight

Finally, Anna Sierra took the stage to share more about why it’s important to communicate with the public before, during, and after disasters. She also spoke to the role of emergency management communicators.

Sierra emphasized that effective crisis communication begins long before a disaster strikes. “It will never be effective for the public to communicate what to do for a crisis during a crisis,” she explained.

This would consist of educating the public about preparedness and response strategies.

She then dove into balancing public safety and empathy.

“In disasters, the end result might be someone getting fired, but more likely, it’s that people will die,” she said, candidly stressing the life-and-death stakes of emergency management.

Her strategies included:

  • Prioritizing Empathy: Acknowledge public fears and concerns while delivering critical safety information.
  • Clear, Actionable Messaging: Ensure that instructions are easy to understand and follow, especially under stress.

Additionally, she urged comms professionals to understand the capabilities and limitations of their communication systems. For organizations that have not yet evaluated their tools, the first step is a thorough assessment of reach and functionality. Finally, with a classic movie reference, she closed, “Help me, help you,” underscoring the collaborative nature of emergency management, where success depends on clear communication, mutual trust, and shared responsibility.

Catch highlights from this session below: