Strengthening Association Trust in an Era of Misinformation

Strengthening Association Trust in an Era of Misinformation

In an era marked by misinformation and declining confidence in traditional institutions, associations face growing challenges in maintaining their role as trusted authorities. Writing in Associations Now, Mark Athitakis highlighted the July report “Restoring Trust in Expertise” by Elisa Pratt and Andrew Chamberlain, cohosts of the Association Transformation podcast. The authors argue that professionals face a crisis of authority, not due to mistakes, but because opposing voices speak with unearned confidence while platforms that once supported expertise are destabilized.

Pratt, founder of Brewer Pratt Solutions, noted that associations are being marginalized at a moment when their contributions are most critical. She emphasized the need for associations to stay rooted in their missions, focusing on educating the public about their industries rather than chasing every social or political trend. Doing so, she said, requires creative communication approaches. While large-scale campaigns may be out of reach, grassroots tactics—such as social media engagement, providing commentary to media and academia, and positioning members as subject-matter experts—can be highly effective.

The report also underscores the importance of sustaining diversity, equity, and inclusion initiatives despite external pushback. Pratt and Chamberlain argue that credibility depends on reflecting the diversity of the society associations serve. Strengthening representation in leadership, expanding access to internships, and supporting younger professionals are all steps toward building long-term trust and resilience.

For association executives,  reinforcing association trust demands both authority and inclusivity. By amplifying expertise and investing in grassroots communication, associations can maintain their standing as credible voices in an unstable information landscape.