Building Trust Through Authentic Communication in Public Interest Work
By Evan Kropp
We live in an era marked by widespread misinformation and growing public skepticism about the validity of information from government, businesses, and even some longstanding media outlets. The situation makes communicating authentically more vital, especially for those focusing their careers in public interest communication.
The challenges of rising above the white noise of countless information sources on social media and across the internet require expertise in the foundations of public interest communication. None are more important than ensuring authenticity and transparency in communication.
Whether the goal is to promote public health, advance knowledge of environmental issues, drive social change, or teach financial wellness, communicators must go beyond clever messaging. They must earn trust to build successful public interest coalitions. And that begins with honesty, clarity, and a deep understanding of the communities they serve.
Authentic communication is more than a strategic choice. In public interest communication, transparency and empathy can determine whether a message resonates or falls flat.
What Is Public Interest Communication?
Public interest communication is a strategic approach to sharing information for the greater good. Rooted in research and guided by ethical values, it aims to raise awareness, shape public attitudes, and inspire action on issues that affect society. The classic example of a successful public interest campaign is the one against smoking, which has helped lead to a 73% drop in smoking rates among adults in the United States from 1965 to 2022.
Public interest communication is built upon the idea that achieving specific policy changes or changes in behavior is for the greater good and beyond the goals of a single organization. Examples include climate change, public health, and human rights. Unlike commercial or political communication, the goal isn’t to sell a product or win votes but to foster positive outcomes.
Once only the province of nonprofits, public interest communication is now an interdisciplinary, systems-level discipline used by all types of organizations to foster improvements in society as a whole.
The Importance of Transparency in Communication
Transparency is a cornerstone of effective public communication, particularly in public interest work where trust is paramount. Openly sharing both knowns and unknowns fosters credibility and invites meaningful engagement. Forbes notes that this authenticity “helps establish a foundation of trust and credibility. Communicating transparency and sincerity allows clients to feel confident in their interactions with you.”
During the COVID-19 pandemic, for instance, the OECD emphasized that transparent communication was essential in combating misinformation and maintaining public trust. Acknowledging uncertainties, rather than withholding information, can strengthen public confidence and encourage collaborative problem-solving.
If a public interest campaign involves new technology, such as a medical device or app that helps people better manage personal finances, it’s essential to offer a nuanced description of the innovation rather than overhyping it. It’s also important to provide people with room to discuss and debate the pros and cons of the technology to understand better how it can best work for them.
Public Interest Communication and the Battle Against Misinformation
There are some unfortunate certainties public interest communicators face in the digital age. One is the all-but-guaranteed presence of misinformation on the internet about any given topic. The other is the speed at which this misinformation can spread around the globe. However, public interest communicators can play a key role in overcoming these challenges.
Public interest communications can deliver timely, accurate, and accessible information that empowers people to make informed decisions. They can correct misinformation and build community resilience by fostering media literacy and trust.
Unlike reactive strategies that simply debunk false claims, public interest communication focuses on proactive storytelling grounded in empathy, evidence, and transparency in communication. This approach helps reduce the influence of misinformation by offering credible alternatives that resonate with people’s values and lived experiences.
Preparing Yourself for a Future in Public Interest Communication
The challenges of the digital age highlight the importance of public interest communication and its role in keeping people better informed and empowered to make smart life decisions. For those interested in working in this critical area, the University of Florida College of Journalism and Communications offers a Master of Arts in Mass Communications with a concentration in Public Interest Communication.
The concentration is one of seven offered through the online MA in Mass Communications program. The other six are Digital Journalism, Digital Strategy, Global Strategic Communication, Public Relations, Social Media, and Web Design.
The curriculum encompasses core courses such as:
- Introduction to Public Interest Communication
- Public Interest Communication Theory
- The Art and Science of Storytelling
- Foundations of Design for Communicators
- Measuring Change: Research Evaluation
- Strategic Public Interest Communication
Students also complete a capstone project, allowing them to apply theoretical knowledge to real-world challenges. The program emphasizes skills in systems thinking, strategic planning, storytelling, visual communication, research, and evaluation, all aimed at fostering meaningful social change.
The program offers an accessible pathway for aspiring changemakers to advance their careers and make a lasting impact.
Posted: July 16, 2025
Category: UF CJC Online Blog
Tagged as: Evan Kropp, public interest communication
