The relevance of communication in building value and trust
The need for quality in the communicated information cuts across sectors and is particularly pressing for brands, companies and governments.
Communication is essential to organisations, especially when it comes to building brand reputation, making the quality of communicated information a central concern.
The director of communications for Bridgestone in Southwestern Europe, Constanza Pasqual del Pobil, noted in an interview with Marketeer that “communication is the most valuable intangible asset of companies and, although there is still a way to go, it is increasingly recognised as a strategic function that should be integrated into decision-making. Organisations that recognise this reality gain a significant competitive advantage. Communication enables a better understanding of stakeholders, the anticipation of reputational risks, and helps build internal and external consensus around business objectives”. Moreover, when asked about the impact of increasingly demanding consumers on the formulation of communication strategies, Constanza Pasqual del Pobil noted that “consumers are much better informed, more critical and more demanding. This requires us to be (even more) transparent, consistent and rigorous. It is no longer enough to communicate commitments; we need to demonstrate results and provide evidence. Authenticity has become an essential requirement”.
In addition to highlighting the importance of communication for organisations, Bridgestone’s Director of Communications highlights components and indicators of institutional information quality, as articulated by the Barometer for Information Quality: credibility and reliability; transparency and traceability of processes; and accuracy.
The crisis of insularity – a lack of trust in difference – identified in the Edelman Trust Barometer report (2026) follows a decline in trust in figures typically associated with credible information. In this context, assessing the quality of information provided by different types of institutions and organisations has become increasingly pressing. For example, Moravcová (2026) found that, in a study of the transparency of strategic communication by governments in several countries, transparency in strategic communication is a “symptom of prosperous and well-governed countries”.
