TRUST in your organization's FUTURE.

The article states that building trust inside and out is a key part of the communicator's role as the corporate conscience. A growing loss of confidence in organizations, their leaders and communication is well documented in the media. Trust is highly valued by the leaders of many high-performance organizations who clearly sec the connections between trustworthy, values-based communication and customer loyalty and employee engagement. Isadore Sharp, founder, CEO and chairman of the Four Seasons hotel chain, attributes much of his organization's success in building trust with employees and customers to communicating and practicing the Golden Rule. Corporate communicators have long capably served as the ethics stewards and corporate consciences of their organizations, mastering that delicate and vital task or balancing corporate goals with public expectations. Audits and surveys provide rich opportunities to capture feedback on and measure trust. Once communicators have taken all these actions, they will see that some vital connections have been made. Communicators must embrace trust building as a core part of their long-standing role as the corporate conscience and boldly champion the value of building trust throughout their organizations.