Think Fast Talk Smart: Communication Techniques

215. The New Media Landscape: Trust, Transparency, and Transformation

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Jul 10, 2025

Join Richard Edelman, President and CEO of Edelman, as he shares crucial insights on building trust in a skeptical world. He emphasizes that actions speak louder than words—true credibility stems from practicing what you preach. The discussion dives into the evolving media landscape, where businesses emerge as the most trusted entities. Edelman also highlights the importance of empathy-driven leadership, advocating for proactive communication to foster genuine connections. His insights shed light on restoring trust amidst declining faith in traditional authorities.

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INSIGHT

Evolution of Trust Dynamics

Trust has become central to institutions over the last 25 years, especially amid the loss of belief in leaders.
Trust has shifted from top-down to horizontal to local, with business now the most trusted institution.

ADVICE

Steps to Rebuild Trust

To rebuild trust after a breach, acknowledge the issue and clearly communicate your path to fixing it.
Decide on a course, act on it, and then communicate results to demonstrate follow-through.

ADVICE

Authentic CEO Communication

CEOs should communicate through thoughtful, longer-form media that reveal their true selves, rather than solely focusing on personal branding.
Authentic exposure in media helps build credibility more than quick soundbites or memes.

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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
(02:16) - The Evolution of Trust
(03:27) - Rebuilding Trust After a Breach
(04:20) - Leaders as Influencers
(05:32) - New Media Ecosystems
(07:16) - The Role of AI in Communication
(08:36) - Key Qualities for Future Leaders
(09:36) - The Final Three Questions
(17:11) - Conclusion

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