Can denial strategies rebuild trust?

Abstract This paper explores whether denial strategies can rebuild public trust, using evidence from a hospital’s statement regarding cancer incidents in its laboratory. A discourse analysis of the hospital’s statement reveals that explicit and implicit denial strategies are used to rebuild public trust. Specifically, the hospital uses explicit denial to refute the identity or severity of the affected individuals. Besides, the hospital uses implicit denial to construct a trustworthy image of ability, transparency, and benevolence, thereby addressing public concerns. Further experimental studies indicate that neither explicit nor implicit denial alone is sufficient to rebuild trust. Instead, a combination of both strategies is essential for effectively rebuilding trust. Based on these findings, this paper offers suggestions for rebuilding public trust.