In times of public danger such as natural disasters and health emergencies, a country's communication systems will be some of its most important assets because access to information will make individuals and groups more resilient. Communication by those charged with dealing with the situation is often critical. We analyzed reports from a wide variety of crisis incidents and found a direct correlation between trust and an organization's preparedness and internal coordination of crisis communication and the effectiveness of its leadership. Thus, trust is one of the most important variables in effective communication management in times of "surprise."
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