It is all About Trust: A New Model for Building and Protecting Organizational Trust With External Publics

• In Event: Organizational Perspectives on Public Relations, Corporate Communication, and Branding

Abstract

This paper examines how organizations that are recognized as successful generate trust with their external publics. Ten senior executives from publically recognized successful companies were interviewed in Canada. The researchers propose a new model of organizational trust and eight principles for organizations to follow in order to build and protect organizational trust with external publics.
Keywords: Organizational trust; in-depth interviews; external publics; building and protecting trust.

Authors

• Natalie C. Doyle Oldfield BA(Hons.), BPR, MPR, Mount Saint Vincent University

• Alla Kushniryk, Mount Saint Vincent U