The Power of Communication in Building Community and Trust

Trust is the foundation of every successful business relationship, yet in today’s 24/7 news cycle, earning and keeping that trust has never been more challenging. According to Edelman’s Trust Barometer, 81% of consumers say they need to trust a brand before making a purchase decision. That trust is built not only through products and services, but through consistent communication, authentic storytelling, and leaders who embody purpose.

On The Bliss Business Podcast, we sat down with Howard Waterman, Founder and CEO of The Waterman Group and an influential communications strategist, to explore how leaders can leverage communication and storytelling to strengthen community, foster connection, and navigate crisis with clarity. With two decades of experience at global brands like Verizon and Moody’s, as well as advising startups, Howard’s career illustrates how effective communication strategies build both reputation and resilience.

Communication as a Community Builder

Waterman began his career as a journalist, quickly learning that communication is about more than sharing information. It is about building trust and relationships. Whether reporting on local news or leading communications at Verizon, his work has always centered on helping people feel seen, heard, and valued.

He noted that reliable communication is particularly vital in moments of urgency. Every day, 657,000 calls are made to 911, 80% of which come through wireless networks. “Those calls have to go through,” Waterman explained. Trust in communication systems, just like in business, comes from consistency and reliability.

Storytelling as a Leadership Imperative

Stories humanize brands. They bridge the gap between what a company does and why it matters. Waterman emphasized that effective storytelling requires knowing your audience, crafting a message that resonates, and showing authenticity. Leaders who explain not just what they are doing but why they are doing it create deeper alignment and engagement.

He shared examples from his time at Verizon, including when the company decided to support number portability. That decision was initially resisted by the industry but ultimately strengthened customer trust. Communicating that choice transparently created loyalty and drove significant growth.

Leading with Empathy and Authenticity

Waterman also recalled a deeply personal experience when an employee tragically lost her life to domestic violence. Rather than relying solely on corporate philanthropy, Verizon leadership decided to redirect funds to create a college fund for her children. That decision, and the way it was communicated internally, built a profound sense of connection and trust with employees.

Such actions highlight that authentic leadership is not about polished press releases but about showing humanity in moments that matter most. As Waterman put it, if you do not control your narrative, someone else will, and you are normally not going to be happy with that.

Crisis Communication in a 24/7 World

In today’s always-on environment, reputation management cannot be reactive. Leaders must anticipate challenges, prepare messaging in advance, and practice crisis scenarios so that responses are both fast and accurate. Waterman underscored that message consistency is critical. If employees are sharing different narratives than executives, credibility erodes instantly.

He recommends clear role assignments, pre-approved messaging, and regular practice exercises so that when crises emerge, organizations respond with accuracy, speed, and empathy.

Key Takeaways

• Communication is about building trust, not just transmitting information.
• Storytelling humanizes brands and creates alignment by explaining the “why.”
• Authentic leadership shows up when organizations act with empathy in critical moments.
• Crisis communication requires preparation, accuracy, and message consistency.
• Purpose-driven communication strengthens both external reputation and internal engagement.

Final Thoughts

Howard Waterman’s insights remind us that communication is more than a business function. It is the lifeblood of trust, reputation, and community. Leaders who embrace storytelling, prepare for crises, and act with empathy can create brands that resonate authentically in a world where every word and action is under scrutiny.

Check out our full conversation with Howard Waterman on The Bliss Business Podcast.