Eroding Trust : A How-To Guide to Stopping Science Communication
When you teach an inconvenient science there are many that don't want that story heard. Their arguments fall flat, they have no basis for their beliefs- so how does someone derail the freight train of factual information, especially when delivered by a compelling and trusted speaker? It is a special kind of ad hominem -- disqualify the speaker by eroding their earned trust. And it is easy to do. Trust is an important basis for communication, and it takes a long time to earn. There are strategies to build trust, and I teach these strategies to fifty audiences a year. It starts with the Trust Equation. I didn't make this up, this is well known by psychologists and sociologists. Trust is a perception an audience feels based on a speaker's competence, reliability, and intimacy-- divided by self-motivation or self-interest. Different aspects are targeted by those that want to harm a speaker's trust with an audience. How do they do that? If you lo