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.

In this episode, we explore the growing role of Artificial Intelligence in crisis communication.

From real-time sentiment analysis to multilingual support, AI offers incredible potential to enhance response strategies. But where does technology end and human connection begin?

We discuss the Universal Adaptive Crisis Communication (UACC) framework and the AI Integration Matrix—tools designed to help communicators strike the perfect balance between efficiency and empathy.

Learn when to lean on AI, when to rely on human-led approaches, and how to navigate this evolving landscape without losing trust or compassion.

A must-listen for crisis communication professionals looking to harness the best of both worlds.

In this episode, we explore why relying solely on demographic data—like generational heat maps—can lead to critical missteps in crisis communication.

While these tools are helpful in marketing, they often fall short when precision and immediacy are required.

Learn how generational stereotypes and oversimplified messaging can alienate your audience during emergencies, and discover five practical strategies for audience-centered crisis communication.

From psychographic insights to feedback loops, this episode equips you with the tools to craft messages that resonate when it matters most.

Perfect for communication professionals looking to enhance their crisis strategies with real-world insights.

Are you still thinking about crises as one-off events? Think again.

In this eye-opening episode, we explore the emergence of "polycrises" and "permacrises" - the new challenges reshaping how organizations handle emergencies.

Learn why traditional crisis management approaches are becoming obsolete and discover practical strategies for navigating these complex, interconnected challenges.

Whether you're dealing with multiple overlapping crises or managing long-term, persistent challenges, this episode provides essential insights for modern crisis communication professionals.

We break down the key differences between polycrises and permacrises, share actionable frameworks for each, and explore how to keep your stakeholders engaged without burning them out.

Keywords: Crisis Management, Corporate Communication, Risk Management, Organizational Resilience

The Universal Adaptive Crisis Communication (UACC) Framework is designed to manage complex, overlapping crises.

It focuses on five key areas: engaging all stakeholders, recognizing interconnected crises, balancing proactive and reactive communication, ensuring cultural sensitivity, and using emotional intelligence.

It’s applied through a four-phase process—preparation, training, crisis response, and post-crisis evaluation.

It’s flexible enough to handle everything from natural disasters to corporate crises.

In this episode, we explore the evolving landscape of crisis communication, diving into key insights from recent global reports.

From the rise of compound crises to the challenges posed by climate change, cyber threats, and psychosocial impacts, we discuss how communicators must adapt their strategies to meet these growing complexities.

Join us for an engaging discussion on the power of data, localisation, and the critical need for integrated, adaptive crisis response.

Plus, hear the latest insights from our survey on the future of crisis communication preparedness—your feedback is shaping an exciting new project!