CHAPTER 9
Tough Trust Decisions
Well done is better than well said.
—BENJAMIN FRANKLIN
Building and maintaining trust isn’t always a black-and-white issue. It can involve a great deal of ambiguity and uncertainty about when and how to take action. Even organizations that have made strong commitments to building trust face gray areas where a number of options will present themselves. Invariably, they will have to make tough decisions about trust bank efforts, responses to crises, and communication strategies.
Although it’s difficult to anticipate all the tough trust decisions your organization will encounter, it’s worthwhile to consider some of these decisions in advance. You need to be prepared for difficult choices, and the best way to prepare ...
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