The importance of communicating with integrity

“Statistics are human beings with the tears dried off,” said Melissa Fleming, referencing Paul Brodeur in her remarkable CIPR International Group Maggie Nally lecture this year.

This message really resonated with me, as it draws attention to the hearts and minds represented by the statistics we so often share. Melissa’s speech came as a welcome reminder to cut through the noise and tell the human story.

All of our decisions - from the sources we choose to trust to the messages we choose to share, should contribute towards the creation of a well-informed world. With the increasing prevalence of social media, AI and new technologies, comes the ability of information (and misinformation) to spread like wildfire, hitting multiple platforms and reaching endless audiences. Thus, when it comes to storytelling, integrity is invaluable.

So how can your business champion honest communication, and how will this facilitate your success?

1. Test your messaging": The effectiveness and impact of your messaging should be tested and evaluated so as to consistently align with your overall objectives. By conducting research and understanding your audiences’ wants, worries and values, you can develop messaging that is easily understandable and resonates with your desired demographic.

2. Tell the human stories: As complex and emotional beings, we thrive on care and compassion. People are inspired to take action when presented with something that gives voice to issues, which makes winning hearts and minds key. The transparency and authenticity that comes with telling real stories can engage your audience and uphold your integrity, reputation and credibility.

3. Evaluate and review your communications impacts: In order to maximise the success of your communication methods, continuous evaluation is essential. By conducting regular reviews, necessary adjustments can be identified and implemented. By recognising and resolving issues before they escalate, you can preserve your company's reputation and project a favourable self-image.

4. Correct the misinformation: As communicators, it is our responsibility to guarantee the accuracy of the information we provide. Misinformation can spread quickly, harming a company’s reputation and an audience’s trust. If you find yourself in a circumstance where misinformation has been unintentionally shared, taking accountability is crucial - communicating with transparency and correcting your mistake is the best way of upholding the integrity of your brand.

5. Question sources and use trusted messengers of information: The selection of a trusted messenger is dependent on third-party validation, fact-checking and cross-referencing. Ipsos MORI, YouGov, Kantar and Savanta ComRes are excellent examples of reliable data providers, with The British Polling Council also providing robust guidelines on the utilisation of opinion polls. Investing in internal training and encouraging staff to develop strong media literacy is crucial in facilitating open discussions and robust resolutions.

As communications professionals, we are bound by a duty to act with integrity and transparency, challenging misinformation and championing accountability. By following these simple steps, you can create messages that align with your overall objectives and resonate with your target audience.

To find out how McBryde & Co can help your organisation communicate more effectively, get in touch with rachel@mcbrydeandco.com.