For your communication to be credible, you can’t just say it — you have to do it.

Want people to believe what you say? According to Richard Edelman, the words you choose only get you halfway there. To build real trust, he says, you have to practice what you preach.

“Action builds trust,” says Edelman. “If you don't do something, you can't talk about it.” As the president and CEO of Edelman, a leading global communications marketing firm, Edelman is widely recognized for his thought leadership in marketing and PR, especially on issues related to corporate trust, brand reputation, and social responsibility. His annual Edelman Trust Barometer reveals a sobering reality: "Two-thirds of people believe leaders lie to them now, business leaders, government leaders, even journalists." For people and organizations that want to rebuild trust, whether in a one-on-one relationship or with a customer base of millions, Edelman’s advice is simple: "Decide, do, communicate."

In this episode of Think Fast, Talk Smart, Edelman and host Matt Abrahams explore strategies for winning trust when traditional authority no longer guarantees it. In an age of skepticism, Edelman's insights show that sustainable trust comes not from perfect messaging, but from consistently aligning your actions with your words.

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Chapters:

(00:00) - Introduction
(03:06) - The Evolution of Trust
(04:17) - Rebuilding Trust After a Breach
(05:10) - Leaders as Influencers
(06:22) - New Media Ecosystems
(08:06) - The Role of AI in Communication
(09:26) - Key Qualities for Future Leaders
(10:26) - The Final Three Questions
(17:57) - Conclusion

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