Here are the communications mistakes we see most often when things go wrong for councils, police forces and public bodies, and what actually fixes them.

Most people working in communications are trying to do the right thing. They want to steady the situation, reduce harm, and keep trust intact. But "strategic comms" can slide into defensiveness easily, and the response can end up sounding more like protecting credibility than listening.

This guide explores practical ways to build public trust through communications and highlights actions organisations can implement immediately.