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In times of struggle and strife, humans turn to trusted sources for information and ideas that help them make informed decisions. Trust is earned, not anointed and is built through providing value and truthful communications. We know that trust in government is a plurality and trending down. The pandemic created a divide in the public, many of whom look for the hidden intent and plan behind government instructions, vice taking them as educated and trusted advice. 
Emergency management needs to build trust with the population, in advance of events, they simply cannot assume that residents will listen simply because of a position, title or agency. 
A trusting population will adhere to advice and seek out counsel from the appropriate agencies in times of crisis. 

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