In today’s unpredictable environment driving cross-border tensions and consumer uncertainty, engendering trust of consumers and franchisees is more critical than ever to maintaining franchise system stability. How can you effectively communicate the current environment where technology has more impact and the media is everywhere, all the time? How do you manage your reputation, create internal alignment among franchisees and implement system changes? How do you address critics, regulators, and the media? Michael Maslansky has done more than a decade’s worth of research into what it takes to communicate with a skeptical audience and navigate difficult discussions. His insightful analysis helps you to understand why many communicators fail. And his usable principles for credible communication will help you communicate with franchisees, consumers, and other key stakeholders to drive relationships grounded in trust.