At E&V, we’ve been looking a lot at trust — how it shapes and is shaped by strategic communications. Across industry audiences, we’re seeing a crisis of trust, especially at the macro level. Large-scale institutions and major projects in areas like infrastructure, healthcare, energy, or manufacturing often feel distant and abstract—disconnected from everyday life. This disconnect makes them easier to distrust, especially when these kinds of projects lack clear, relatable communication; people end up filling in the gaps with assumptions or skepticism. As a result, we’re seeing audiences placing greater trust in what’s familiar — local businesses, community leaders, and initiatives they can engage with directly.
The data supports this shift. The 2024 Edelman Trust Barometer found that while trust in large institutions is declining, local organizations and individuals remain more credible. Similarly, according to a 2023 Reuters Institute Digital News Report, fewer than 40% of people globally trust news media, with a significant gap between trust in local and national outlets. In today’s environment, the message is clear: there’s power in proximity.
I recognize it can feel tempting as business leaders to hesitate when there’s this level of uncertainty around audience buy-in and support. But now is the time to act — and here’s why:
First, there is tremendous momentum for businesses in North Carolina. Disruption isn’t new; it’s inevitable. Today’s crisis of trust is a disruption that’s reshaping how businesses engage with their communities. But rather than seeing it as a roadblock, it’s an opportunity — an opportunity to prioritize thoughtful strategic communications and intentional public engagement.
Second, inaction gives the opposition time to organize. Time to rally voices, shape narratives, and build resistance — something that takes only a moment’s notice in today’s world. And once that happens, making progress becomes exponentially harder. So, whether you’re expanding or launching a new initiative, my advice is simple: don’t wait. Start by using the power of proximity: engage authentically with the people you directly impact. Big media hits and national ad campaigns no longer guarantee support. More and more, buy-in comes from personal, relevant, consistent connections with the communities that matter most to your business.
We recently helped a client secure a critical water permit for a major infrastructure project. We knew a mass messaging campaign wouldn’t work. Instead, we built a local engagement strategy — connecting with key stakeholders, civic leaders, and trusted community advocates. These voices didn’t just amplify our message, they validated it. Stakeholder by stakeholder, relationship by relationship, we advanced the project while reinforcing a local network of trust — ultimately securing the approval we needed.
That’s the reality of effective strategic communications: it works alongside operations — cutting through disruption and building a foundation of advocates from the ground up. Don’t wait for the opposition to take the lead. Seize the opportunity in front of you and use authentic public engagement to navigate the crisis of trust and drive progress.
