Its true purpose is to build trust, which requires predictability, integrity, and care. Communication exists to build trust. Having studied, published and practised communication as a faculty, consultant and trainer, I distil my learning to say that to build trust through communication, the following three interdependent elements should actively constitute it: predictability, integrity, and care. Organisations build predictability through clear messaging, reliable follow-through, and alignment between what is said and what is done. It emerges from communication practices that repeatedly demonstrate predictability, integrity, and care.

Source: dna February 12, 2026 08:09 UTC