Differentiating Trust Behaviors from Trustworthiness Beliefs for Better Science Communication
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John C. Besley, Ph.D.
Ellis N. Brandt Professor of Public Relations
Michigan State University
Dr. Besley is well situated to help scientists communicate strategically about emerging technologies such as New Approach Methodologies due to his extensive research on science communication, public trust, and strategic engagement. His work emphasizes the importance of setting clear, audience-specific communication goals and aligning messaging with evidence-based strategies. By studying how scientists think about public engagement and the factors that shape public attitudes toward science, Dr. Besley has developed a unique understanding of how to foster productive dialogue around complex and potentially controversial innovations. His expertise in applying theories of trust, risk perception, and strategic communication allows him to guide scientists in crafting communication activities that not only inform but also help scientists build relationships with key stakeholders.
Dr. Besley’s research bridges the gap between communication scholarship and scientific practice, making him uniquely equipped to support scientists working on emerging technologies. He has collaborated with researchers across disciplines to explore how communication training and institutional support can enhance scientists’ ability to engage with diverse audiences. His work highlights the importance of twoway communication, where scientists listen to public concerns and adapt their strategies accordingly. This approach is particularly crucial for emerging technologies, which often evoke uncertainty and ethical debates. By helping scientists move beyond simple dissemination toward goal-oriented, trust-building communication, Dr. Besley’s work can help ensures that scientists' communication efforts are evidencebased, responsive, and effective.
Summary
You can't directly communicate trust. But you can communicate in ways that demonstrate trustworthiness. This talk will share what social science knows about how communication choices can shape specific trustworthiness perceptions and how these perceptions may affect people's willingness to trust health-related decision-makers.
Learning Objectives:
- Distinguish between trust behaviors (e.g., consider advice, share ideas, provide resources) and trustworthiness perceptions.
- Recognize the major dimensions people use when judging whether a communicator or organization is trustworthy.
- Evaluate communication choices for their potential to signal expertise, integrity, benevolence, and openness.
This page was last updated on Wednesday, August 26, 2026