Kelly Stepno on Building Trust and Reputation in Crisis Communication
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In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Kelly Stepno, Midwest Managing Director and Chair of APCO‘s North American Corporate Reputation Practice, about crisis communication and the role trust plays in helping organizations navigate complex business challenges.
Kelly explains why the best client relationships are built through active listening rather than persuasive selling. She shares how understanding business goals allows advisors to recommend solutions that create long-term value instead of short-term wins.
Paul and Kelly also discuss how consulting has evolved from transactional engagements to relationship-driven partnerships. Throughout the conversation, Kelly explains why trusted advisors ask better questions, challenge assumptions, and focus on solving the right problems before proposing solutions.
The conversation also explores why crisis communication has become more important as organizations face increasing scrutiny from customers, employees, policymakers, and AI-powered search tools. Kelly explains how transparency, consistency, and authentic communication help organizations protect their reputation before, during, and after a crisis.
Finally, Paul and Kelly discuss the growing influence of AI on corporate reputation. They explain why organizations must communicate clearly across every channel and why authenticity will become one of the most valuable assets businesses can build.
Crisis Communication and Building Trust
In this episode, Paul and Kelly explore:
- Why active listening creates stronger client relationships
- Building trust through long-term partnerships
- Moving beyond transactional selling
- Asking better questions before offering solutions
- Helping clients choose the right strategy
- Protecting reputation during times of crisis
- Why transparency strengthens stakeholder trust
- Managing reputation in an AI-driven world
- Balancing technology with authentic communication
- Becoming a trusted advisor instead of a salesperson
Resources Mentioned
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