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Many of us have experienced this early in our careers. You and your team are working hard on the project at hand. You’re being creative and putting in the time and effort needed, but the project is teetering on the brink of disaster. Deadlines are slipping, communication is breaking down, and the campaign’s vision seems chaotic. Then, you suddenly realize that your team’s struggle wasn’t due to a lack of effort or creativity but because of poor project management. 

To avoid this happening (or happening again), learn these essential project management skills for marketers.

1) Communication

This should be obvious, especially for marketing and communications professionals, but we often need to remember it. Clear communication about each team member’s roles and responsibilities is essential. Everyone needs to understand the project’s goals, individual expectations, and any updates or changes. In other words, the whole team must always be on the same page.

2) Delegation

“You can do anything, but not everything.” — David Allen.

As a project manager, you can’t do everything yourself. Your role would mainly be supervising project tasks rather than being deeply involved in production. For example, you’d be delegating the creation of designs for marketing materials or researching trends in the market and others while ensuring these tasks are being done per the standard, budget, and time. 

3) Organization

A well-organized project manager creates a detailed timeline, assigns clear tasks, sets specific deadlines, tracks progress, and holds regular check-in meetings to address issues. Without solid organization, even the best marketing ideas can fall apart due to chaos and missed opportunities. 

4) Time Management

Marketing projects often have tight deadlines that can only be met by completing each task on time. Learn to prioritize tasks based on urgency and importance and utilize calendars and project management software to keep track of deadlines.

5) Problem-solving

Challenges can arise in almost any project, and the obstacles are not always external. Sometimes, there can be team conflicts or misunderstandings, so you need to be prepared to deal with these types of problems, too. Practice root cause analysis to get to the root of the problem, and be ready with contingency plans for potential issues that may arise during a project.

6) Budgeting

As a project manager, you need to be able to create accurate budgets, keep an eye on spending, and make sure money and resources are used wisely to keep projects on track and within budget.

7) Documentation and Reporting

I can’t recall a single project on which I didn’t have to share status updates regularly with management, my team, or other stakeholders. Reporting helps you manage others’ expectations and makes it easier to spot any hazards early on and take measures to mitigate them.

8) Attention to detail

As marketing project managers, we often have to consider many details at once that apply to different tasks. You need to pay attention to branding and spelling mistakes, provide up-to-date information, and ensure the text doesn’t get cut off once designed in a brochure, etc. These are just a few examples of the many little details that require our attention in every task. Each detail contributes to the overall success of the project and ensures that our marketing efforts are effective and professional.

As a PMP for almost 20 years, I know first-hand the importance of adapting traditional project management skills to marketing and communication projects. The specifics change, but the principles remain the same. My last piece of advice is to use a project management tool like ClickUp, Monday.com, Asana or Trello. Believe me, it’s worth it, especially if you work with a team. 

Everyone has a growing desire to prioritize environmental consciousness, and rightly so, not because it’s trending but because it’s a reality. As more people seek out brands that demonstrate a commitment to the planet, businesses respond by emphasizing their environmental and sustainable practices. This approach is known as Green Marketing.

Green marketing strategies focus on sustainability and the responsible use of resources to minimize environmental impact. The approach involves highlighting eco-friendly attributes in product development, packaging and advertising to appeal to environmentally conscious consumers. Green marketing emphasizes using renewable and biodegradable materials and incorporates sustainable business practices across the supply chain. 

Companies adopting green marketing ensure transparency about their environmental claims, often supporting them with certifications like organic or energy-efficient labels to build credibility and trust with consumers. They are careful not to be seen as greenwashing, a deceptive marketing practice that exaggerates claims about sustainability.

Here are six green marketing best practices that your organization can follow to take advantage of new opportunities and customers.

1) Incorporate Green Into Company Practices 

It’s impossible to claim to be a green company when you don’t practice sustainability within your company. This means integrating environmental sustainability into every aspect of your organization, from operations to employee practices. Some examples of how to do this are: 

• Implement waste reduction and recycling programs
• Install hand dryers in bathrooms.
• Encourage remote work or telecommuting to reduce gas emissions.
• Use green-friendly cleaning products.
• Use power-saving light fixtures and bulbs.

2) Get Green Certified

Want to show the world you’re serious about sustainability? Get certified! Whether it’s LEED or B Corp, these badges validate your green efforts and give you street cred in the eyes of environmentally conscious consumers.

3) Support Eco-Friendly Programs

Making a positive impact on the planet isn’t just about what you do within your four walls—it’s also about giving back to the community and supporting eco-friendly initiatives. Whether planting trees, cleaning up beaches, or investing in renewable energy projects, investing in green initiatives showcases your brand’s dedication to this cause.

4) Partner with Like-Minded Businesses

They say there’s strength in numbers, and that’s especially true when it comes to sustainability. You can amplify your impact and reach a wider audience by teaming up with other environmentally conscious businesses. Whether collaborating on joint initiatives or cross-promoting each other’s green products, it strengthens your green marketing efforts and fosters a sense of community and collective action toward sustainability.

5) Support environmental communities and initiatives.

You’ve got plenty of options here, like backing a neighborhood recycling drive or gifting eco-friendly gear, such as solar panels or compost bins, to the area’s community. These kinds of moves are win-win. They help out the locals and give your company a nice boost in the community’s eyes.

6) Offer Eco-Friendly Products and Services

Offering eco-friendly products and services is at the core of green marketing. Whether organic, Fair Trade-certified or made from recycled materials, providing sustainable alternatives allows consumers to make environmentally conscious choices. You can highlight the environmental benefits of your offerings, such as reduced carbon footprint, resource conservation, or biodegradability, to attract eco-conscious customers and drive demand for sustainable solutions.

Companies that do green marketing well

Patagonia

Patagonia implements sustainable business practices and communicates about them openly. It also donates millions to support programs for sustainable agriculture, coral reef restoration, and forest conservation.

Ikea 

Ikea has established a “People and Planet Positive” strategy that supports eco-friendly practices, solar energy, and regenerative environmental activities.

Timberland 

Timberland’s successful green marketing strategy includes sharing customer stories and incorporating green materials into every product. They also introduced Timberloop, a take-back program allowing Timberland owners to return their boots instead of trashing them. The company will reuse or repair the materials and sell them on a separate site for refurbished items.

In my last blog post, we dived into the complexities of communicating the urgent reality of climate change. This week, I build on that discussion by sharing key insights and actionable tips on effectively conveying the climate crisis in a manner that makes it real, relevant and relatable to the average person. 

1) Offer a Vision For The Future

Studies show that people usually view fear or guilt tactics as manipulative and tend to resist them. Additionally, shaming individuals for behaviors contributing to climate change won’t persuade them to change or encourage broader advocacy for climate change policies.

Instead, hope is one of the most potent tools to spur people into action. When we feel hopeful, we’re more likely to turn that fear into something positive and get organized to tackle the significant challenges ahead.

2) Frame Climate as a Public Health Issue

Emphasize how changes in the climate directly impact people’s health and well-being. For instance, increased temperatures can lead to more heat-related illnesses, like heatstroke, especially in urban areas where buildings and pavement trap heat. Similarly, rising levels of air pollution, often associated with climate change, can worsen respiratory problems like asthma and allergies.

Pest-related diseases like Lyme disease and West Nile Virus, as well as water—and food-related illnesses, are also increasing due to global warming. By highlighting these connections between climate change and human health, framing it as a public health issue helps underscore the urgent need for action to protect both our planet and ourselves.

3) Speak About the Data Through Storytelling

Most people do not think about the world in probabilities and charts; we think of the world through images, stories, and experiences. For instance, I recently read an article in the Montreal Gazette featuring interviews with maple syrup producers in Quebec. One producer highlighted the threat posed by diminishing snowfall, unpredictable weather patterns, invasive species attacking maple trees, and endangering the ecosystem. He even speculated that traditional sugar shacks might disappear in the coming years.

Stories like this vividly illustrate the real-world impact of climate change on the livelihoods of maple syrup producers. If their trees perish, they face financial strain and jeopardize the future supply of maple syrup.

On the other hand, cognitive psychology research confirms that raw data often fails to motivate action; instead, personal stories resonate more deeply with people. Rather than inundating audiences with abstract statistics on climate change, it’s more effective to share narratives of individuals directly affected by extreme weather events, such as families displaced by floods or farmers grappling with drought.

Climate change communications often highlight risks and adverse outcomes but need to improve on motivating action. This is because they rely on reason, which is only sometimes effective in driving human behavior. What carries more weight are emotions like motivation and the sense of effective social contribution.

As communicators, we must meet people where they are and connect the message to their core values. And finally, to make real progress, we must prioritize action over mere education and continually improve our public engagement strategies.

Did you know that the UN and Harvard Public Health School have guidelines and tips on communicating about climate change? How we convey information about this critical issue can determine whether we inspire action, influence policies, or simply maintain awareness without active engagement in finding solutions.

At the same time, several challenges exist in communicating about climate change. These lessen the impact of messaging and can be detrimental to the overarching goal of protecting our planet for future generations.

We’ve outlined the main ones below.

The Disconnection Between the Issue and Its Impact

One of the biggest hurdles in communicating climate change is the disconnect between the abstract nature of the issue and its real-world impacts. Part of this disconnect stems from how climate change is often portrayed in the media. Images of melting glaciers, stranded polar bears, and extreme weather events can evoke a sense of concern. Still, they also contribute to the perception of climate change as a distant problem affecting remote regions of the world. While these visuals are powerful tools for raising awareness, they can inadvertently reinforce the idea that climate change does not directly impact everyday life.

Translating Science into English

The language scientists and advocates use to discuss the climate crisis can confuse people. The topic is complex, and going into the details involves a lot of jargon. Even just deciding what to call the problem is tricky. Terms like “climate change” and “global warming” have existed for ages, but they don’t always grab people’s attention. There is nothing inherently good or bad about “change” or “warming.” But hearing the same terms over and over can make us tune out. Meet people where they are – and avoid technical jargon.

Navigating Politics

The political side of climate change is quite a mess. It’s become so polarized that discussions are more about scoring political points than understanding the science. Seeing scientific evidence getting dismissed or twisted just for political gain is disheartening. This divide is more than just eroding trust in experts; it’s also making it challenging to sift through the noise and find the truth.

The Downside of Doom and Gloom

A few years ago, I read an article on CBC that said climate change was the “largest science communication failure in history.” The article quoted Norwegian psychologist Per Espen Stoknes, who suggested mainstream conventional climate communication conflicts with our brains’ psychology. He stated that the only way to convince people to act is to forgo much of the doom and gloom and paint a more positive picture of a green future.

In discussions about climate change, there’s often a sense of fear, despair, and disillusionment. But dwelling on hopelessness has never spurred anyone into action. It’s not enough to scare people or highlight the threat to prompt action against risks like climate change. You must also emphasize how their actions can make a difference in reducing that risk.

Our different experiences, mental and cultural models, and underlying values and world views shape climate change communication. Whether we’re activists, scientists, or everyday folks, discussing climate change shapes how others perceive the problem and potential solutions.

In my next blog, I’ll be discussing lessons learned about communicating climate change. So make sure to come back here next week for part 2.

Last week’s solar eclipse nearly slipped through my fingers as I decided it was too cloudy to watch. But the sight of people on TV, their faces tilted up in hope despite the weather, spurred me into action. I dashed outside, snagging the special glasses on the way. While the experience was incredible, I wished I had started watching it earlier and stayed longer. 

This moment sparked insights applicable not just to eclipses but to life and business, too. 

1. Be prepared and plan ahead

NASA doesn’t just wing it when it comes to eclipses, and neither should we. I remember multiple times when there was an opportunity where our team could shine, but we couldn’t seize it because we didn’t know about it or plan for it early enough.

Preparation goes beyond just anticipating what lies ahead. It also ensures that your work is thoroughly documented and organized, facilitating easy access and seamless collaboration. Have a stash of ideas ready to roll, and be prepared to seize opportunities when they come knocking.

2. Naming matters 

Every time I read the term “path of totality” in the news, it just felt … dramatic. It made me envy those who lived or could be on that lucky path. (I didn’t miss much; I could see a 99% partial eclipse from where I am in Toronto.) But the point is that the distinction between simply labeling it a “2024 Total Eclipse” versus highlighting the “path of totality” adds an undeniable element of excitement to the event. It’s more than just a description; it’s an invitation to join an elite club of eclipse watchers. So, when naming your next campaign or product, remember the power of evocative language and the allure of exclusivity.

3. Be ready to pivot fast and hard 

My friends had initially intended to witness the eclipse from a nearby park. However, last-minute cloud cover forced them to quickly change plans and drive outside the city for a clearer view. While it’s essential to plan ahead, flexibility is equally crucial. Just as my friends adapted to unforeseen circumstances, we must be prepared to pivot our strategies at a moment’s notice.

4. The power of unity

Successful communications campaigns unite people around a common cause or shared experience, such as when eclipse watchers gather to witness the spectacle. Fostering a sense of unity and belonging builds your brand’s loyalty and engagement.

5. Build anticipation and time it right

The anticipation of a solar eclipse is palpable, with enthusiasts eagerly counting the days until the big event. Similarly, building anticipation can amplify excitement and engagement around our marketing initiatives. Whether teasing a new product release or teasing upcoming content, creating anticipation keeps our audience engaged and eager for what’s to come. You can get them excited before the big reveal and choose your time wisely, ensuring your announcement is not clouded by other big industry news happening around the same time.

Finally, could you take a moment to reflect on the lessons of the eclipse and consider how you can apply them to your marketing efforts? It could be revamping your strategy to be more adaptable or rethinking your messaging to add a touch of excitement.

Despite the adage that it costs more to attract new customers, brands still offer promotions aimed at recruiting new customers while ignoring existing ones. However, it’s no longer sufficient for brands to solely attract customers; retaining and engaging them in long-term relationships is crucial for sustainable growth and advocacy. There is rising industry discourse on customer engagement, but much of it captures only one side of the equation.

So, what does customer engagement mean, and what drives customers to engage with a brand? Simply put, customer engagement involves emotional, cognitive, behavioral, and social connections between customers and brands. Essentially, it’s about forming meaningful relationships that extend beyond transactions. The aim is to create experiences that deeply connect with customers, encouraging loyalty and advocacy along the way.

Here are key strategies to consider to get customers to engage with your brand:

1. Personalization: Today’s customers crave personalized experiences. By using new tech and data, businesses can totally customize their interactions to suit each of us perfectly. From suggesting products we’ll actually want to buy to sending targeted ads straight to our inbox, personalization takes the customer experience to a whole new level.
2. Omnichannel Engagement: With the proliferation of digital channels, customers expect seamless experiences across all touchpoints. Whether we’re shopping or just hanging out online, we expect things to be smooth sailing. That’s where omnichannel engagement comes into play. It’s all about making sure our experience with a brand is consistent across every platform we use. Whether we’re chatting on social media, getting emails, or visiting a store in person, businesses need to keep it all connected.
3. Content Marketing: Content is king, you’ve probably heard that one before. But seriously, when a brand shares content that’s actually useful or interesting, it’s hard not to pay attention. Whether it’s reading a blog post, watching a video, or checking out their latest Instagram story, great content grabs our attention, sparks conversations, and keeps us coming back for more.
4. Social Media Engagement: Businesses use social media to chat with us in real-time, share their updates and promotions, and even ask for our opinions. By being active and engaging on social platforms, brands can strengthen relationships and build brand loyalty.
5. Customer Feedback: Our opinions matter, that’s why businesses are always asking for feedback – whether it’s through surveys, online reviews, or just a quick comment on social media. And they actually listen! By taking our feedback on board and making changes based on what we say, businesses show that they care about our experience and want to make things even better for us.
6. Loyalty Programs: Who doesn’t love getting rewarded for being loyal? Loyalty programs are like little thank-you gifts from brands to their customers. By offering rewards, discounts, and exclusive perks, businesses can incentivize repeat purchases and encourage customer advocacy. Plus, they provide valuable data insights that businesses can use to personalize offers and enhance the customer experience.
7. Community Building: Whether it’s joining an online forum, attending a virtual event, or sharing our own content, brands make us feel like we’re part of their tribe. And when we feel like we belong, we’re more likely to stick around and keep supporting them.

Customer engagement is not one-way; it’s multi-dimensional. So, I encourage you to reflect on your own brand’s approach to customer engagement. Are you leveraging these strategies to their fullest potential? What steps can you take to deepen your connections with your audience and drive meaningful engagement? By continuously striving to improve and innovate, you can position your brand for success among an empowered customer base.

After reading the Edelman Trust Barometer Report, which revealed that the media has consistently been the least trusted institution in recent years, I wanted to understand further the factors influencing people’s trust (or lack thereof) in news and news organizations. This led me to a Reuters Institute report titled Listening to What Trust in News Means to Users. The report focuses on media environments in four countries – Brazil, India, the UK, and the US – each not only differing significantly in their cultures, politics, and media systems but also resembling each other in how centrally important digital platforms have become as critical information brokers.

One striking revelation from the report is that people agree that they don’t trust the news much. It doesn’t matter where they’re from; people have similar worries about whether news sources are reliable. This shows how tough it is for media companies to earn and keep people’s trust.

Here’s a summary of the key findings of the report:

1. Familiarity with brands and their reputations offline often shaped people’s opinions about news content online as well. Findings show that it’s hard to tell the difference between news sources we trust and the ones we just like.
2. Editorial processes in journalism were rarely central to trust considerations. Many focused on how the news looked and felt, thinking this was a sign of whether it was good or not.
3. Individual journalists’ work was less visible than that of TV presenters, and prominent media personalities often polarized the field. People often mention outspoken journalists despite preferring impartial, fact-based news.
4. Bias perceptions in news coverage often reflect individuals’ political or social identities. In all four countries, people frequently reference objectivity, impartiality, and balance as essential qualities of trustworthy journalism.
5. Few mentioned the COVID-19 pandemic as influencing their trust in news sources. While some expressed concerns about encountering health-related misinformation, overall, the pandemic did not significantly change their existing views on the news media.
6. Most had low trust in platform information. Judgments of news outlets depended on existing brand perceptions.
7. Sense of familiarity and attachment with brand or source. Many said they based their judgments about trustworthiness on their familiarity with a given news organization.
8. Longevity matters. Being around for a long time gives many confidence that an organization is more deserving of trust.
9. Many decided whether to trust information based on broader categorizations of entire modes of media, e.g., television versus online versus print.
10. Others used the aesthetic characteristics of websites as indicators of the news quality itself.
11. Reliance on sensationalism or clickbait. This was typically associated with lower-quality information.
12. Focus on how the news makes people feel. A site’s appearance affects how people feel about it. Some say there’s a feeling of ease when you read something clean, clear, precise, and well-written.

Despite challenges, perceptions of reliability and credibility continue to shape news consumption habits globally, warranting continuous efforts toward transparency and integrity in journalism.

ESG is a buzzword that’s often thrown around but seldom understood at its core. You’ve likely heard the term floating around meetings, LinkedIn feeds, and sustainability reports, but what does it really mean for us, the storytellers? Spoiler alert: it’s not just about ticking boxes or earning green credentials. Not to be alarmist, but checking the box compliance without meaningful change can often lead to accusations of greenwashing.

Let’s start by breaking down what each letter in ESG means:

Environmental (E): This is all about the environment. Think climate change, pollution, and our carbon footprint. Companies and investors are looking at how businesses handle these issues, like using renewable energy, cutting down on waste, and conserving resources.

As communicators, we must vividly portray these efforts and illustrate the tangible outcomes of sustainability initiatives and environmental practices. Whether we’re talking about sustainability projects or switching to renewable energy, we need to show the real-world impact.

Emphasizing our dedication to taking care of the environment not only builds trust with our stakeholders but also boosts our brand image and mitigates reputational risks associated with environmental controversies.

Social (S): This means how companies treat their employees, suppliers, and customers and their involvement in communities. We’re talking about human rights, fair labor practices, diversity and inclusion, and product safety. It’s all about how we contribute to the greater good and make a positive impact on society.

As communication professionals, our job is to tell the story of how a company contributes to society. That means stories about fair labor practices, diversity and inclusion, giving back to communities, and philanthropic good deeds. We’re basically the storytellers who make sure everyone knows about the company’s positive impact on the world around us.

Governance (G): Governance relates to the systems and structures by which companies are directed and controlled. It includes factors such as corporate governance practices, board diversity, executive compensation, transparency, and adherence to legal and ethical standards. Good governance ensures accountability, fairness, and transparency in decision-making processes.

Communications here play a crucial role in promoting transparency, accountability, and integrity in corporate governance. This entails communicating about governance practices that ensure ethical conduct, protect shareholder interests, and maintain regulatory compliance

Remember, navigating the complex landscape of ESG requires a multifaceted approach.

1. Education and Awareness

Communicators must stay informed about evolving ESG trends, regulations, and best practices. By deepening our understanding of ESG issues, we can effectively communicate the significance of these factors to internal and external stakeholders.

2. Integration into Communication Strategies

ESG considerations should be integrated into all aspects of communication strategies, from corporate messaging to stakeholder engagement initiatives. By aligning communication efforts with ESG priorities, we can amplify the company’s commitment to sustainability, social responsibility, and ethical governance.

3. Authentic Storytelling

I often mention authenticity in my blogs, but that’s because it is key to any kind of communication. When it comes to ESG efforts, we should strive to tell genuine stories that resonate with stakeholders and demonstrate the company’s genuine commitment to ESG principles.

Last October, I completed the Certified Sustainability (ESG) Practitioner program offered by CSE. I learned a lot, but the main takeaway was that ESG is a strategy and, like all strategies, it requires a focus and investment from a people, process and technology perspective to ensure its success. So, if your organization doesn’t have an ESG Communication Strategy, it’s time to get started on one.

The customer buying journey maps have traditionally followed a tried-and-true path, from problem identification to solution section. However, digital channels have upended this approach by introducing fragmentation and non-linear decision-making. Digital engagement is the process of interacting with potential and existing customers through various digital channels to build a relationship with them.

Google elevated search as a crucial channel in the buyer journey, but social media forever transformed how customers engage with brands and influence others. In today’s fragmented digital landscape, brands must consider two main digital customer engagement strategies: social commerce and search commerce.

For starters, let’s define what each means.

What is Social Commerce?

Social commerce simply means buying and selling things through social media platforms like Facebook, Instagram, or Pinterest. For example, when you come across a product you’re interested in on Instagram, you can access its details, read comments from other users, and make a purchase without having to leave the app.

The ability to comment, share, and tag your friends makes shopping feel like a group activity, where buying becomes a collective experience. It’s like turning our social interactions into opportunities to buy stuff together. You might see something a friend bought or recommended, which sways your decision to get it too.

What is Search Commerce?

Search Commerce is finding and buying things through search engines like Google or Bing. You start by typing in what you’re looking for, and businesses try to show up at the top of the search results through ads or optimized listings. So, when you search for something, you might see sponsored links or shopping results on the page, where you can quickly discover products and make purchases without visiting separate websites.

It’s about connecting buyers with products when they’re actively searching for something.

Key Differences between Social Commerce and Search Commerce

• Platform: Social commerce happens on social media platforms, while search commerce happens on search engines.
• Initiation: In social commerce, buying can be initiated by seeing products in your social feed or through recommendations from friends. In search commerce, the buying process is initiated by actively searching for a product or solution.
• Interactivity: Social commerce often involves more interaction between users and businesses, such as commenting, sharing, or liking products. Search commerce is more straightforward, with users typically clicking on links or ads to make purchases.
• Influence: Social commerce is influenced by social connections and recommendations, while search commerce is influenced by search engine algorithms and advertising strategies.

In simple terms, social commerce is like shopping with your friends on social media, while search commerce is finding what you need through search engines. Both have their unique ways of helping you buy things online.

Which one to use?

Here are some considerations to help you determine which approach may be more suitable for your products:

• Nature of Products: Social commerce works well for visually appealing or lifestyle-oriented products that benefit from social sharing and peer recommendations. On the other hand, search commerce may be more effective for products commonly searched for or in high demand.
• Target Audience: Social commerce may be a good fit if your audience is highly active on social media platforms and engages with brands and influencers. Conversely, search commerce could be more effective if your audience frequently uses search engines to research and compare products.
• Engagement vs. Intent: Social commerce is ideal for generating engagement and building brand awareness through social interactions, whereas search commerce is focused on capturing users with specific purchase intent.
• Budget and Resources: Consider investment in influencer partnerships and social media advertising for social commerce, while you need to allocate resources for search engine advertising and SEO strategies for search commerce.

The latest Edelman Trust Barometer reveals a worrying development: many people believe innovation is poorly managed, echoing concerns about insufficient government regulation and a lack of trust in traditional leaders. This sentiment resonates especially in Western democracies like here in Canada, where political polarization tints views on progress.

The report shows that when institutions mishandled innovation, there was a decrease in enthusiasm and an increase in the rejection of emerging technologies. For example, in the case of artificial intelligence (AI), 43% of individuals surveyed indicated they would reject AI if it is mismanaged, compared to 26% who would reject it if it is well managed.

As Richard Edelman, CEO of Edelman, aptly states, “Innovation is accelerating and should be a growth enabler, but it will be stymied if business doesn’t pay as much attention to acceptance as it does research and development.”

But what does this mean for us in the communications industry? We’re the ones tasked with bridging the gap between innovation and society, unraveling its impact for everyone to understand.

Opportunity for businesses to take the lead in restoring trust

The trust deficit between government and business is stark, with business emerging as the more trusted institution, especially in matters of innovation. This presents an opportunity for businesses to take the lead in restoring trust by actively engaging with stakeholders, including government and the public, to demonstrate the benefits of innovation.

CEOs, in particular, are called upon to not only drive innovation within their organizations but also to address broader societal impacts and ethical concerns.

The Trust Barometer report lays out four ways to rebuild trust in innovation, each pointing back to one central theme: communication.

1) Implementation as important as invention

The report underscores the critical role of implementation in innovation. Beyond mere invention, effectively managing the impacts and explaining the underlying science is essential. Here, communication becomes the conduit for translating complex scientific concepts into accessible language, addressing concerns, and fostering understanding among stakeholders.

2) Businesses must partner for change

By engaging in transparent communication, business leaders can effectively bridge the gap between their organizations and stakeholders, including government agencies, non-governmental organizations, and the public.

3) Science must integrate with society

When scientists explain their research, chat with the community, and share peer insights, they’re connecting the dots between expertise and everyday understanding. When we communicate clearly and include everyone in the conversation, we build trust in expert advice, opening doors for new ideas to take hold.

4) Give me control over my future

When people feel in control over how innovations affect their lives, they are more likely to embrace them, not resist them. We just need to listen to their concerns, answer questions, and share info in an easy-to-understand way, to alleviate any fear of the unknown.

Thinking about these four ideas, it becomes clear that communication is not just a supporting element but the cornerstone of restoring trust in innovation. Whether it’s translating complex science, fostering collaboration between institutions, engaging with the public, or empowering individuals, good communication is what ties it all together.