Trust Must Be Built Before the Crisis Hits
Trust is rarely forged in the middle of a crisis. By the time leaders are facing a hostile headline, an internal investigation, or a tense stakeholder meeting, trust has already been earned—or lost—based on how consistently and credibly they’ve communicated long before the pressure arrived.
In today’s environment, where reputations are shaped in real time and audiences are more discerning than ever, communication is no longer a “nice to have” it’s a core leadership competency. Employees, investors, regulators, and the public are not just listening to what leaders say, but how they say it; looking for signals of authenticity, empathy, and authority.
That’s why proactive media and stakeholder training matter. Organizations that invest early in communication readiness don’t just weather crises more effectively; they build stronger relationships in calm moments that carry them through difficult ones.
Trust under pressure starts with preparation
At Yes& CommCore, we see a consistent pattern: leaders who struggle under pressure are almost never short on knowledge or experience. They know their business, their data, and their strategy. What they haven’t practiced is translating that expertise into clear, human, credible communication when stakes are high.
Media training and spokesperson preparedness are not about memorizing scripts or dodging questions. They’re about building muscle memory, learning how to stay grounded, responsive, and strategic when challenged. The goal is not perfection, but presence.
The most common mistakes leaders make
When answering tough questions, even experienced leaders tend to fall into predictable traps:
- Over-explaining. Long, technical answers can sound defensive or evasive, even when they’re well intentioned.
- Defaulting to jargon. Language that works internally often fails with external audiences who are listening for clarity and relevance.
- Avoiding emotion altogether. Facts matter, but audiences also want to know that leaders understand the human impact of decisions.
- Mistaking empathy for weakness. Many leaders fear that acknowledging concern or uncertainty will undermine authority, when in fact, it often strengthens credibility.
Communication is not just external
Trust-building doesn’t stop with the media. Internal training, HR conversations, and everyday interpersonal communication play a critical role in shaping culture and credibility. If you manage people, influence stakeholders, or represent your organization in any capacity, you are already a communicator—and you should have a communications coach.
Just as leaders invest in executive coaching or leadership development, communication coaching ensures that messages align with values, tone matches intent, and relationships are reinforced rather than strained.
Build trust before you’re tested
The leaders and organizations that earn trust when it matters most are those who invested before they needed it. They practiced answering hard questions, refined their messaging, and learned how to communicate empathy without losing authority. Testing trust during the “real thing” is too late; routinely self-test the trust you’re building to ensure a strong foundation before the inevitable real thing.
Because when the pressure hits, it’s too late to build trust from scratch. The work must already be done.
Message Development + Communications Skills Training with Yes& CommCore
Do you have staff in management or leadership roles who could benefit from structured communications skills training? Are certain members of your team increasingly in the public eye – either internally or with external stakeholders, or the media? Those who often facilitate meetings, have frequent public speaking engagements (presentations, panels, short speeches), and spokespeople who appear on radio, TV and/or digital media interviews will benefit from professional development that helps them align with core messages and deliver key talking points, on-point, every time. Yes& CommCore helps our clients both develop their messaging, and ensure their team delivers. We do this through structured messaging techniques, like message mapping. Learn more about our Message Development and Communications Skills Training services. Tailored to your organization:
- We conduct research into your organization
- We customize our sessions to your specific needs
- We utilize expert trainers who have relevant industry experience and know how to transfer their knowledge effectively
- Our advice is based on research and what works, not opinion
- Sought after by trusted names in the industry
We know how to get great press. Our experts have been quoted and featured in The Washington Post, The Wall Street Journal, and The New York Times.
Contact Us to Get Started
To schedule a training or get answers quickly, use our contact form. We can also be reached at (703) 823-1600 or info@yesandcommcore.com.