While attending the 2014 YouToo Social Media Conference at Kent State University, it seemed one theme speakers kept touching on repeatedly was the importance of organizational-public trust.
However, it seems based on the 2014 Edelman Trust Barometer and some other research from the Pew Center, trust is precisely the issue the general public has with institutions like business, media and government.
As all of the crisis communication theorists and professionals will reiterate, telling the truth is as vital for maintaining good business operation as paying the electric bill. In this age of social media, publics, and particularly millennials, will out organizations who are caught lying. The surest way to tear a relationship asunder is to lie.