Is the "Golden Rule" of public relations actually making us worse at our jobs?

In this episode of The Wag The Dog Podcast, we deconstruct the industry’s obsession with "building trust" and explore why it is often the wrong goal for modern crisis management. Based on the viral newsletter issue by Philippe Borremans, we dive deep into the science of why trust is not a mechanical switch you can flip with a press release.

In this episode, we cover:

• The Flawed Logic of Trust: Why research by Engdahl & Lidskog proves you can’t "logic" stakeholders into trusting you.
• The Sandman Formula: A breakdown of Peter Sandman’s Risk = Hazard + Outrage and why Trust is only 1/12th of the solution.
• The Knife Metaphor: A powerful visualization of why Control matters more than trust in a crisis.
• The "Dark Side" of Trust: Why excessive institutional trust led to disasters like Enron and the 2008 financial crash.
• Cultural Blind Spots: How Western "transparency" strategies can backfire in collectivist cultures (featuring research on Japan by Katharina Barkley).
• The New 2025 Framework: What to build instead—focusing on Credibility, Legitimacy, and Procedural Fairness.

If you are a communication professional, PR strategist, or emergency manager, this episode will challenge your assumptions and provide a more effective roadmap for navigating outrage.

Key Resources Mentioned:

• Peter Sandman’s "Outrage Factors"
• The "Information Deficit Model"
• Research by Neal, Shockley, and Schilke on Institutional Trust

Subscribe to the Newsletter: Get the full article, citations, and weekly insights on the future of risk and crisis communication at www.wagthedog.io.

In this episode, we unpack the key insights from the World Economic Forum's 2025 Global Risks Report, focusing on the rapidly shifting landscape of crisis communication.

From geopolitical instability and environmental degradation to technological vulnerabilities and deepening social divides, the discussion explores how these interconnected risks demand more adaptable and culturally aware communication strategies.

We then cover cross-sector collaboration to foster trust and resilience, as well as practical steps like improving digital literacy and tailoring messages for diverse audiences.

Plus, we examine the potential of the Universal Adaptive Crisis Communication (UACC) framework to provide a cohesive approach to navigating today’s most pressing challenges.

Join us as we explore what it takes to communicate effectively in an increasingly complex and uncertain world.

In this episode of the Wag The Dog Newsletter Podcast, your virtual hosts explore how low-code and no-code platforms like Replit are transforming the field of crisis, risk, and emergency communication.

We dive into the challenges communicators faced in the past when developing custom tools—long timelines, high costs, and reliance on technical experts—and discuss how platforms like Replit are breaking down these barriers.

By empowering professionals to create tools quickly and independently, these platforms are fostering innovation, agility, and customization in the profession.

We also highlight the Universal Adaptive Crisis Communication (UACC) framework, developed by Wag The Dog newsletter creator Philippe Borremans.

This tool helps organizations assess their crisis communication readiness, offering tailored recommendations and real-world case studies—all built using a no-code platform.

Discover how tools like Replit and projects like UACC are not only making communicators more effective but also opening up a world of new possibilities for smaller teams and organizations.

Whether you’re looking to prepare, respond, or innovate, this episode will inspire you to take the next step.

Check out the UACC tool mentioned in the episode at www.wagthedog.io and join us to explore how technology is reshaping our profession.