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When developing an online presence for your organization, you need to consider the impressions that your content will make on visitors. If they are looking for resources on specific issues, what will convey to them that you are a reliable source of information?

In other words, what are the elements that engender trust?

  • First impressions are important.
  • Transparency gives users confidence that what you say is true. Remember, it doesn’t matter what you are telling people about your work if it doesn’t match what is happening in the background. Lack of trust comes when there is a disparity between the two.
  • Authenticity, which is difficult to define precisely, is an aggregate of truthfulness, attributes, commitments, sincerity of message, devotion to cause and intentions for the future. It is a measure of how one’s image matches the reality. Truthfulness counts.