Hi!

Last week, the T2B community tackled the topic of trust.

In an intriguing and very candid Comm Convo led by speakers Kris Baum (former FDA, CDER), Mary Kosinski (FleishmanHillard), and Sarah Spencer (Vor Bio), we explored how the relationships we build shape our ability to lead, influence, and respond.

With so many specific anecdotes and practical tips shared, it was hard to narrow down to just 10 key takeaways, but we managed it (barely!):

1. Leverage science as your trust anchor. When political pressures and stakeholder demands conflict, return to data-driven foundations to maintain credibility across all audience segments.
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2. Balance transparency with context. Provide maximum information while framing sensitive content to prevent unnecessary panic, using the principle "don't be alarmist" as a practical filter.
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3. Position industry as trusted authority. Fill information gaps by elevating scientific leaders as credible voices during regulatory reorganization or communication centralization.
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4. Segment by stakeholder context. Tailor communications by considering how each group processes information within their unique professional, cultural, and regulatory frameworks.
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5. Adapt trust approaches regionally. Recognize that trust-building strategies must account for how communications are received across different healthcare systems and cultural frameworks.
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6. Distinguish facts from perspectives. When addressing incorrect information, leading with empathy before correction creates receptivity; separating between factual errors that need addressing and different viewpoints that deserve respect shows you're listening first, educating second.
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7. Invest beyond transactions. Shift from viewing trust as successful communications to cultivating relationships through authentic vulnerability and mutual respect.
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8. Demonstrate bidirectional trust. Create stronger partnerships by showing your trust in others before expecting them to trust your communications expertise.
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9. Transform criticism into insights. Convert frustrating executive feedback into opportunities to understand stakeholder perspectives and refine your communications approach.
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10. Navigate trust recovery strategically. When rebuilding broken relationships, acknowledge breaches openly, provide transparent explanations, and demonstrate consistent follow-through while also recognizing when it's time to pivot if efforts aren't yielding results despite your best intentions.

This was the first Comm Convo event that I haven’t attended (I was on a plane to Fierce in San Diego). I watched the recording back over the weekend, and I know I’m biased, but I was blown away.

This is what I always dreamed T2B would develop into: a self-sustaining community that provides opportunities for members to connect no matter where they’re at -- both geographically and metaphorically.

If you missed this event or want a refresh, the replay is available for T2B Pro and Student members:

​Revisit “The Trust Exchange.”​

Lynnea

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P.S. - T2B Pro and Student members can revisit this content (plus loads of other exclusive webinars, resources, and online events) at any time by accessing the T2B content archive.

​Become a T2B Pro member.

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