STRUCTURAL MODELLING OF PUBLIC TRUST AND CRISIS COMMUNICATION EFFECTIVENESS

Abstract

This study digs into why trust really matters when spread-the-word moments hit during big emergencies. We stitched together what researchers say about the way folks size up danger, what stories or videos they quilt together in the media, and the vibes they share about big organizations in town or in charge. Using all that, we put together a structural equation model (SEM) that shows the step-by-step paths by which trust, fear, and media stories pass the ball until the right facts land in people’s hands. The model shows that clear messaging, trustworthy sources, emotional connection, and confidence in public institutions are not separate boxes; they feed into each other and together determine how effectively crisis information is received by the public. We used survey data collected from a wide range of demographic groups during the most recent public health and environmental emergencies to feed the model. We found that when messengers are honest and really show they care, people’s trust goes up. When people already believe in institutions, everything about crisis communication gets a little easier. We discovered that the level of trust people already have in institutions shapes how credible they see different information sources. That sense of credibility then influences whether they listen to the advice and whether they share that information with others. This study sheds fresh light on how people react to crises and offers clear guidance for creating public info plans that stick even in the toughest situations. We encourage lawmakers and emergency communication teams to weave trust-building into every step, from planning drills to handling real emergencies.