• Be simple, brief, straight forward and most importantly honest. Spin doctoring: manipulate or distort the fact, or even leaving false impression can cause a huge withdrawal and lost of all trust.

• Create transparency and openness: This means being real, genuine and telling a truth in a way that people can verify. Having a conflict of interest and not disclosing it can totally ruin it.

• Confront reality: Take on tough issues head on; discuss the undiscussable (elephant in the room); share the bad news as well as good news.

• Service recovery: Service recovery is righting wrongs, especially when you have wronged. Lose confidence of others with arrogance, not admitting to a wrong, or covering things up when you’ve wronged.

• Rasoolullah (peace and blessing be upon him) said, “You must adhere to honesty, for honesty leads to righteousness. And verily, righteousness leads to Paradise. A person continues being honest and seeking honesty until he is recorded with Allah as an honest person. You must remain away from lying for lying leads to wickedness. And verily, wickedness leads to the Fire. A person continues lying and seeking falsehood until he is recorded with Allah as a liar.” (Recorded by Muslim)