The podcast version of the curated newsletter Wag The Dog serves as your auditory guide through the intricacies of risk, crisis and emergency communications, taking into account the dynamic influences of technology and AI. Each episode delivers practical strategies and expert knowledge straight to your ears, improving the way you handle communication challenges. This series is for professionals who want to improve their practice in a world where effective communication is key. Tune in to change the way you navigate the complex landscape of crisis communications.
Stop Telling Me to "Build Trust": Why Crisis Communication’s Favorite Mantra Is Broken
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 (https://www.wagthedog.io).
22 Jan 2025
Crisis Communication Strategies from the WEF Global Risks Report 2025: Key Priorities
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.
5 Dec 2024
Revolutionizing Crisis Communication: The Power of Low-Code Tools
Wag The Dog Newsletter Podcast hosts explore how low-code tools like Replit revolutionize crisis communication by empowering professionals to create custom tools quickly and independently.
Reach and audience
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YouTube views
323
Score snapshot 15 Sept 2025
Podcast Authority Score: 50 / 100
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Quality
64
Social presence
0
YouTube
64
Engagement
27
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