Five Ways to Build Community Reputation and Trust 

Across boardrooms and communications teams, one word keeps coming up: “whiplash.” It’s how leaders describe the constant upheaval caused by today’s shifting geopolitical and policy landscape. But who really feels the sting at the end of this whip?

Often, it’s local communities. These are the places where products are made, where factories stand and where families depend on steady work. Companies might have reserves or pricing power to weather storms, but for many communities, the options are limited. The challenges facing local economies in 2025 are just the latest round in a long struggle—one shaped by changing populations, economic swings and shifting industries that can erode tax bases, schools and a community’s ability to attract talent and investment.

Moving beyond the old playbook 

Given this intensity, the old playbook for community relations—writing checks to nonprofits, sponsoring little league teams, hiring locally—just isn’t enough anymore. Communities need more from their corporate neighbors.

This is a real opportunity. Companies can build true “community reputation” by investing in local relationships, creating value for both the business and the community. When companies focus on community reputation, they go beyond just earning a license to operate. They earn a license to grow. Strong partnerships between companies and the communities where they operate fuel mutual success. Communities thrive when companies show up and invest meaningfully. 

Why reputation and trust matter 

In today’s competitive environment, companies race to show their commitment to U.S. jobs and supply chains. But earning trust at the local level takes more than promises of big investments or massive new facilities. It takes consistent, long-term and clearly visible action. 

Reputation and trust are the keys that open doors. They help companies navigate politics, overcome barriers and tell a compelling “Made-in-America” story about their facilities, their people and the future they’re building with their communities. 

In fact, as we approach the end of Manufacturing Month in the U.S., it shouldn’t also mean an end to a focus on supporting and celebrating the impact manufacturing has on local communities. A strong community reputation is an on-going, strategic business differentiator helping companies:    

Retain and attract top local talent 

Turn neighbors into lifelong customers 

Protect the business when controversy strikes 

Build a base of authentic advocates who will amplify your story far beyond your own channels 

A blueprint for building community reputation and trust 

Listen first to build relationships.
Listening is the foundation of strong relationships. It helps you find ways to contribute that genuinely strengthen your reputation and support the community’s long-term health.

Craft bespoke plans for each community. There is no one-size-fits-all model for building community reputation. Rather, the partnership must be driven by the needs of the community. A small, rural town may have vastly different needs than a large city with many well-known employers. Companies must recognize a community as a system and understand where they are best placed to offer support.

Be present and consistent.
Trust is built by showing up—again and again. Do not wait until you’re in the midst of a challenging labor negotiations cycle or other business threat to start thinking about building reputation. Attend town halls, fundraisers, council meetings and economic summits. Consistent presence demonstrates real commitment. Miss these moments, and you risk losing momentum that’s hard to regain – or worse, making your actions appear self-serving and transactional.

Commit enterprise-wide.
Building a strong reputation takes buy-in from the whole company. Align your communications, philanthropy, public affairs, workforce programs and government partnerships around a shared mission that advances business goals and benefits residents. Start by mapping stakeholders, aligning priorities and standardizing programs for mutual success.

Communicate transparently
Listening is only the beginning. Authentic, regular communication is the payoff that matters. People don’t trust the company they never hear from, or the one that refuses to comment. Leverage a wide range of drumbeat tactics, potentially including newsletters, community meetings and local media to highlight your impact. And don’t go silent when things get tough. Sharing both successes and challenges—like job cuts or construction delays—shows transparency and builds trust. When stakeholders know the context and your plans, they’re more likely to become advocates, even during hard times.

A lasting commitment to communities 

Building or expanding in a new community isn’t just about jobs or ribbon cuttings. It’s a vote of confidence in American workers and communities, a promise in our shared future and the first step in creating local reputations that pay dividends for companies, communities and the country. 

FleishmanHillard has helped Fortune 1000 companies build community reputation strategies that deliver proven results. To learn more, contact [email protected]. 

Judith Rowland is a senior vice president in the Public Affairs and Engagement group and also serves as global sustainability lead for the food, agriculture and beverage (FAB) sector. She helps clients establish strategies for advancing community reputation and social impact, set measurable goals and communicate their progress with the stakeholders that matter most.

Bob Miller is a managing supervisor in FleishmanHillard’s Detroit office, where he supports clients across manufacturing, energy, finance, healthcare, and higher education. He’s committed to developing programs and stories that build trust and strengthen connections between companies and their employees, customers, and communities.