Smart Business Magazine, October 2013
10 Smart Business Cleveland October 2013 ON POINT DAVIS YOUNG As you survey ways to grow trust look at your organizations public relations and try to remember Trust isnt about spinning information Trust isnt about short term thinking Trust isnt about talking one way and acting another Trust isnt about trying to fool anybody Instead focus on these four ways that organizations can create and sustain trust 1 Trust begins when actions are consistent with words 2 Trust is built when there is a higher motive than simply making money when organizations embrace the idea that serving the needs of others ultimately serves their needs as well 3 Trust is built when leaders create a culture that stands for something It Trust is the tiebreaker Four steps to grow and sustain one of your most valuable assets really is true that organizations that dont stand for something will be seen as standing for nothing 4 Trust is built when trust building is central to an organizations priorities Building trusts starts in the corner office The active participation of leaders is essential to achieving good public relations that result in trust Where that leadership engagement exists there is an opportunity to integrate communication and relationship building as essential ingredients in accomplishing business goals How well issues are thought through and subsequently communicated often means the difference between success and failure That is why public relations aka trust building is indeed a leadership issue Important issues demand leadership engagement Think about these critical issues and their potential impact on your business Siting a new facility An increase in offshore manufacturing Right sizing the organization Merging cultures Reinforcing expectations for ethical behavior Adding a new person to your management group Strategies to reduce costs Plans to grow The list is virtually endless Each of those issues impacts one or more stakeholder group and requires both clear thinking and good communication Leaders must participate in the public relations strategies to assure those are in lockstep with their vision goals and business conditions Its all about trust Trust is the ultimate tiebreaker in decision making In fact trust is a competitive distinction to pursue Leaders are well advised to treat trust as their most valuable asset Productive powerful lasting relationships are built on trust Customers clients donors and other supporters have the right to make other choices A stakeholder relationship is never an entitlement Those relationships must be earned and constantly reinforced Davis Young is the principal of DY Author Speaker LLC and is the author of Trust is the Tiebreaker an ebook published by Smart Business Network currently available on Amazon com Contact Young at 440 248 9550 or Dysolon@ aol com LINK UP With Davis Young on LinkedIn http linkd in 15PqNWa
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