Trust is not built when everything is going well. Trust is built in the moments when things become difficult. Throughout my career as a communications leader working with healthcare and social service organizations, I have seen that reputation is not created through statements, policies, or carefully crafted messaging alone. Reputation is built through behaviour. It is revealed by how organizations respond when challenges arise. Every organization will face difficult moments.

I have spent more than 30 years helping healthcare and social service organizations build trust, protect reputation, and communicate through complex challenges. Throughout my career, one truth has remained constant: Trust is the foundation of every professional relationship. Patients trust their healthcare providers. Clients trust their counsellors and care teams. Students trust their teachers and educators. Families trust the organizations that support them. Pet owners trust