STEP BACK TO MOVE FORWARD

Building public trust through connection and understanding 

Collette Deschenes, director of communications strategy, MDR Strategy Group

MDR’s CEO Daniel Roukema often jokes that between the two of us, we’re “recovering regulators."

It’s true. Before MDR, we collectively worked for seven different regulatory bodies. What he means by that is that we understand the realities of regulation. The pain points. And as communicators, we deeply understand the challenges of public communication and engagement.

Having worked across multiple colleges regulating different professions, and now supporting regulators across the country through MDR, I’ve seen first-hand that public understanding of regulation and public trust take time to build. It requires dedicated, clear, consistent communication. And that work begins with understanding who your public is, what they know, and what they need to know. Developing a solid foundation of understanding helps regulators in their efforts toward stronger and effective, public engagement.

More than a decade ago, I stepped into my first regulatory role as a very new communicator, working in communications at the College of Physicians and Surgeons of Alberta (CPSA). I’ll admit that I didn’t yet fully understand regulation. To be honest, I’m still learning, especially as the sector evolves and the field of communications continues to shift just as quickly. But I was eager to deepen my understanding and contribute in a meaningful way. What I did understand early on was that the organization was leading in many ways, including through its efforts to support effective public communication.

One of my first responsibilities was helping to coordinate and attend CPSA’s regional tour, where the regulator visited communities across Alberta to meet faceto-face with physicians and the public. They included town hall meetings where the public could ask questions, raise concerns, and speak directly with the regulator about health-care delivery in their community.

What struck me most was how much listening took place. The goal wasn’t just to explain CPSA’s role, although that was part of it. It was to better understand how the public experienced care, and how regulation could respond with greater clarity and accountability. This all led to a deeper understanding of CPSA’s public.

That experience stayed with me throughout my regulatory communications career. It was a clear example of how connection, listening, and education can help lay the groundwork for stronger relationships with the public. It also reinforced something I’ve seen again and again in my work with regulators: building public understanding is a journey, and trust doesn’t happen overnight. It takes clear, consistent, and strategic communication to lay the foundation for both.

While I know, as someone who loves creative content development, it may not feel as exciting as launching campaigns or jumping into engagement tactics, it often means pausing to take a step back. Pausing to ask key questions, take stock of what you’re already doing, and dedicate time to strategy and understanding before jumping into execution.

Are your communications channels aligned?

If you direct the public from a social post or public awareness ad to your website, will they find information that’s easy to understand and take action if needed?

Are you unintentionally using regulatory jargon or acronyms that make sense to us as regulators (and recovering regulators) but create barriers for the public? Remember, plain language doesn’t make information less important. It makes it more accessible so you can meet the public, and all your audiences, where they are.

Does your messaging consistently explain who you are, what you do, and why that matters to them? It can feel like we’re repeating ourselves, hopefully in different and engaging ways, but repetition builds recognition. And clear, consistent messaging helps build trust.

The list of questions can go on, but the simple message is that this work takes time, intention, and a willingness to start with the basics. If we want the public to understand regulation and trust the work we do, we need to earn that trust at every touchpoint. That means showing up clearly, consistently, and with a real effort to connect. Even face to face when we can.

I think that’s the benefit of being “recovering regulators.” We’ve been there and we understand how easy it is to get caught up in internal language, pressures, and delivering tactics. But we’ve also seen the power of stepping back, listening closely, and building strong foundations.

That’s where public trust begins.

Are you ready to enhance your regulatory communications?

MDR’s regulatory communications expertise can support your organization in building trust, improving stakeholder relationships, and achieving your communication goals.

Join other regulators across Canada who choose the MDR solution to deliver their messages with meaning and purpose. Contact us at info@mdrstrategy.ca.