A proposed development faces local opposition. A council decision sparks debate online. A hospital executive must explain changes to patient care. And AI now helps anyone prepare detailed questions in minutes.
Different sectors, same challenge: how do leaders maintain trust when their decisions affect people’s lives?
Development: planning permission is not public trust
A factory, housing scheme or data centre may have the necessary approvals and a sound business case. Neighbours, however, want to know about traffic, noise and the impact on their community.
In England, planning decisions involve local authorities and national policy. In the US, zoning rules vary by state and municipality. In either system, an approval does not automatically win public support. The best time to answer concerns is before a dispute escalates.
Local government: a press release is no longer enough
An unpopular decision can trigger intense debate on social media. Residents do not simply want policy documents. They want to know what will change, why it matters and whether anyone has listened.
Clear explanations and genuine dialogue matter more than official language. Public trust cannot be secured by issuing another statement.
Healthcare: expertise alone is not enough
Changes to a hospital department, staffing arrangements or access to care may be operationally necessary. Yet patients and employees can experience them as uncertainty or loss.
NHS leaders in the UK and hospital executives in the US work in different systems, but they face a common task: explain complex decisions accurately, clearly and with empathy. What matters is not how many technical terms they use, but whether people understand the decision.
AI: more questions, greater pressure
Generative AI allows residents, patients and campaigners to assemble lengthy questions referencing regulations, studies and official documents. Some references are useful; others may be inaccurate or taken out of context. Checking them can take considerable time.
AI can also help organisations sort questions, identify repetition and draft responses. But factual checks, professional judgement and accountability must remain with people.
The common factor: trust
Information often travels faster than an organisation can respond. One poorly phrased sentence can spread widely, while an unanswered question can deepen uncertainty.
Leadership communication now demands preparation, clear messages and a willingness to address difficult questions. Leaders need not persuade everyone, but they should help people understand why decisions were made.
Trust does not come with a job title. It must be earned through decisions and the way those decisions are explained.
By Eniko Kertesz
Further reading: 2025 Edelman Trust Barometer and OECD Government at a Glance 2025.