Just some bad news about Bitcoin as well as electronic money like scam, people may have a different perspective on it, even they can ignore its faces. They can not invest in it when they think their money will always be lost.
So, in order to create the trust of others, the thing to do is create their knowledge and trust in Bitcoin.
FUD IE Fear, Uncertainty and Doubt will be a big factor. A lot of people I encounter fear bitcoin because they don't understand it properly, but also because they believe all the FUD they hear about it that it's a scam or when it's in the media these days it's usually for something negative like losing value or someone has been arrested or somebody has scammed someone with bitcoin etc. These all contribute to the negative image bitcoin has and scares a lot of the skeptical users away.