Public Trust is about building a strong, trustworthy reputation that enhances public confidence and influences regulatory perceptions and decisions. When you have public trust, you earn the benefit of the doubt. You earn a wider permission space. It’s like the grease between the gears, and without it, you can’t be effective.

And here’s why it’s so powerful: A well-known and respected brand is difficult for new entrants to replicate quickly. A good brand comes with time, and is the result of constant engagement with political actors, regulators, and citizens.