Date of publication
Aug 20, 2026
Category:
Book Review
Review of the European Commission Joint Research Centre report on trustworthy public communication
The Joint Research Centre's recent report offers communicators ten actionable recommendations organised around a “trustworthiness-first” principle: that communicators should build trust by being trustworthy rather than by deploying trust-building as a strategic technique. The report draws on behavioural science, values-based audience segmentation, and original empirical research, and takes a firm stand against manipulation. Its central weakness is that trustworthiness and trust have a weaker empirical relationship than the report acknowledges: being trustworthy does not reliably produce trust, and can sometimes paradoxically decrease trust Hyde2025,Hyde2026c.