In times of volatility, organisations often default to caution: lowering their visibility, deferring big decisions, and pulling back from stakeholder engagement. But for experienced communicators, these moments present something else entirely—a unique opportunity to grow trust.
Like any undervalued asset, trust delivers the strongest returns when others are hesitating. And right now, trust is significantly undervalued. So how can communications leaders make the case for action in a risk-averse environment? What does it actually look like to invest in trust during times like these?
Here are five essential moves:
1. Prioritise Employee Trust
Internal sentiment directly shapes how your organisation is perceived externally. Your people are your most authentic and visible ambassadors. When they feel informed, engaged, and supported, the outside world takes notice. In short: trust starts from the inside.
2. Stay Relevant in Your Community
Pulling back from social impact or community involvement sends the wrong message. Continue to engage—consistently and credibly—on issues where your business has relevance and permission to lead. Trust is built through sustained, visible presence.
3. Broaden Your Definition of Influence
Traditional media may be harder to break through, but influence hasn’t disappeared—it’s just evolved. Customers, industry partners, expert creators, and niche opinion leaders all carry significant weight. Focus on the channels and voices that matter most to your stakeholders.
4. Own and Optimise Your Channels
In an era of growing misinformation, stakeholders are looking to multiple sources for verification. Your owned and partner-led platforms must be current, credible, and grounded in service. Treat them not just as broadcast channels, but as customer-facing trust assets.
5. Support Authentic Leadership
Your CEO’s voice matters—but only when it’s authentic, values-led, and clearly connected to the organisation’s purpose. Communications teams must play an active role in shaping how leaders show up: with credibility, humility, and a clear view on the business’s societal relevance.
We’re operating in a complex environment—and yes, it’s understandable that some leaders may want to “wait for stability.” But communicators know: trust isn’t built in calm seas. It’s earned when the waters are choppy and the world is watching.
Just like smart investors look for long-term value when markets are in flux, savvy organisations know this is the moment to grow their trust portfolio.
The question is: are you leaning in, or sitting this one out?
