This chapter argues that trust is the hinge on which crisis communication turns and specifies how to build, sustain, and repair it across the full arc of a crisis. It defines trust through the “Trust Triad” of competence, integrity, and benevolence, and shows how transparency and uncertainty communication—organized via a Knowns/Unknowns matrix and plain-language, non-hedging patterns—convert technical facts into credible public guidance. The chapter then shifts from messages to messengers, detailing spokesperson practices (empathy, clarity, consistency) and “expert–official pairing” to align science with policy. Trust is situated culturally through co-creation with communities, use of cultural brokers, and community advisory panels (CAPs) to ensure inclusive, accessible communication. In the contemporary media ecosystem, the chapter outlines prebunking/debunking workflows and cross-platform coordination to counter misinformation without eroding confidence. Finally, it treats trust repair as a program—apology, restitution, institutional reform, symbolic acts—and operationalizes “measuring trust” with surveys, behavioral proxies, sentiment analytics, and a practical metrics toolkit for recovery governance.