In his book, Trust or Consequences, Al Golin, founder and chairman of Golin/Harris, describes what he calls the ten commandments of organizational trust:

1. Focus on building trust first and restoring it second.

2. Hold leadership accountable for trust-building efforts.

3. Make trust bank deposits even if you’re the most ethical company in the world.

4. Do the right thing because it’s the right thing to do.

5. Practice humility even when you have plenty to brag about.

6. Base your actions on principles as much as on results.

7. Avoid shortcuts. Trust is lost when people think they can get away with cutting corners or treating others disrespectfully.

8. Be patient. Creating trust isn’t a quick fix.

9. Take action as an individual (not just an organization).

10. Be willing to give rather than receive when appropriate.