Trust is earned – lessons from the BBC’s crisis

In business, trust isn’t just a nice-to-have—it’s the foundation of every successful brand. When trust is broken, the consequences can be swift and severe. Just ask the BBC.

Recently, the BBC’s Director-General Tim Davie and CEO of News Deborah Turness resigned following backlash over the editing of a Panorama documentary that misrepresented a speech by President Donald Trump. The edit made it appear that Trump incited violence on January 6th, 2021, omitting key parts of his speech where he called for peaceful protest. The fallout was immediate and intense, with critics accusing the BBC of bias and manipulation—undermining the very values the broadcaster has long stood for.

What makes this moment especially poignant is that the BBC has been running a high-profile campaign titled “Trust is Earned”, (embedded below) showcasing its editorial guidelines and commitment to transparency. The campaign, narrated by Clive Myrie, emphasises how BBC journalists work to verify facts and fight disinformation. It’s a powerful message—but one that now rings hollow in light of recent events.

This contradiction offers a vital lesson for all brands: authenticity must be more than a marketing message – it must be a lived reality.

At Glued, we help businesses uncover and articulate their authentic purpose using the Start With Why methodology (link: https://www.gluedlimited.co.uk/brand_thinking/start-with-why/)  When a brand knows its “why”— its core reason for existing—it can build trust from the inside out. That trust becomes the glue (pun intended) that holds customer relationships, team culture, and brand reputation together.

The BBC now faces a choice: to rebuild trust, it must return to its “why.” Why does it exist? What does it stand for? How can it ensure its actions align with its values?

This isn’t just a media story—it’s a brand story. And it’s a reminder to all of us that trust is earned through consistency, transparency, and authenticity.

If you’re a business leader wondering how to build a brand that people believe in, let’s talk. Book a discovery call with me and let’s explore your “why” together.

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