Creating a Culture of Trust With the Food Bank for New York City

As we know in public relations, trust takes years to build but can be destroyed in a moment. 

Since PR professionals help build relationships between organizations and their publics, we are often the builders and defenders of trust.

Maintaining a trustworthy reputation and mitigating damage can be challenging. This work demands grit, and it’s even grittier today. That’s why pros should increase in value as they earn frontline experience. 

Even nonprofit organizations, a lifeline and filler of societal gaps, are under scrutiny. It’s vital that nonprofits can project a trustworthy image and uphold a reputation for being essential in supporting their cause with dollars, volunteer help and professional talent.

To explore creating a culture of trust, I interviewed Carmen Boon, vice president of public affairs at the Food Bank for New York City. 

A Fulbright Program alum and first-generation Venezuelan immigrant, Boon has led significant outreach and crisis communication efforts in New York City, addressing affordable housing, social services, human rights protections, economic downturns, natural disasters and global health crises.

It’s been a trying year for U.S. nonprofits. How are you maintaining positive engagement with stakeholders? 

My years of experience in NYC government have made navigating complex dynamics part of my DNA. My approach focuses on our shared purpose: supporting communities in need, no matter what. Currently, it’s essential to outline priorities, provide opportunities for everyone to contribute, and strike a balance between addressing challenges and making progress. 

Change can be overwhelming. Internal teams and stakeholders are feeling a lot of pressure, but each day offers a chance to move forward, stay focused and support what truly matters.

What part does building a culture of trust within your organization play in your work?

Reliability leads to trust. Cultivating a professional network you can rely on, both within and outside your organization, is vital for overcoming challenges and embracing change. This is especially important for communications and PR professionals who are constantly under scrutiny. 

It’s also essential to recognize and refine your unique strengths so you can feel poised when asking for people’s buy-in: Trust in yourself and others fosters an environment where taking meaningful risks feels possible.

How do you approach trust-building leading public affairs for the Food Bank for New York City?

Building trust begins with meaningful engagement that benefits everyone involved. This is essential in today’s communications arena, where storytelling is now a niche expertise. By amplifying diverse voices, we ensure that communities feel heard in food insecurity advocacy. Providing story-sharing tools and maintaining transparency on advocacy outcomes solidifies trust and confidence. 

When individuals feel valued, supported and connected to the mission, they are more willing to contribute and stay actively engaged.

What are some key ways that an organization can demonstrate that it is trustworthy?

Sharing impactful narratives can showcase resourcefulness, ensuring supporters that their contributions matter. After an entire year of my team placing media stories to demonstrate efficiency and commitment, a donor told one of our gift officers that our media coverage heavily influenced her donations. Valuing feedback and providing platforms for stakeholders to express themselves strengthens authentic engagement. 

For instance, a community food pantry staff member recently told me he strongly valued our advocacy talking points and guidance for legislative discussions with members of Congress.