Last month, The Reuters news agency reported that Volkswagen, Europe's biggest automaker admitted using illegal software to manipulate emissions tests on its diesel vehicles. The fraud involves over 11 million cars world-wide and has, according to Reuters, "sparked the biggest business crisis in its history."PR experts are quick to point out crisis communications maxims when things go bad; quickly take accountability, apologize, and be open and transparent with consumers and the media. Good advice to be sure. But, here are four added insights worth considering when a crisis causes a scramble to regain trust and rebuild reputation. Communicate from the inside out. Internal stakeholders are the bedrock of every company's success. All crisis communications must begin by ensuring these audiences, in

In March 2013, Target, one of the North America's largest retailers, trumpeted its entry into the Canadian marketplace. Just two years later, Target abruptly closed its 133 stores across the country and put 17,600 Canadians out-of work; leaving shattered lives and stunned suppliers in the wake.Simply put, Target failed to keep its brand promise to Canadians to 'expect more and pay less'. Sadly, Target wasn’t the only enterprise that failed to live up to its brand promise. One month earlier, Edelman PR shared the results of its 2015 'Trust Barometer' than showed global trust in business continues to fall. In Canada now, less than 50 percent of people place their trust in corporations.Target's collapse in Canada offers invaluable lessons for

There are truck-loads of resources and 'experts' on crisis communications and reputation management. The best PR people in the business rely on proactive professional habits rather than reactive tactics to tell their story well in a crisis.

Referred to as the "Oracle of Omaha," Warren Buffet, one of the richest and most respected businessmen in the world, once said, "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” A good reputation is a valuable business asset. I like the way Ronald Smith, at Buffalo State College puts it, “Reputation is part of the social capital of an organization, arguably its most important public relations asset."

In March, 2015, CPRS Hamilton launched an advocacy initiative called Trust Matters - a series of community outreach activities to illustrate the key role public relations plays in fostering trust and stronger relationships within contemporary organizations and society. Today more than ever, trust is central to the success of relationships. As public relations professionals, we understand that public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest (CPRS, Flynn, Gregory & Valin, 2008).