Credibility is no longer assumed because it is now evaluated in real time. Every word, delay, and mistake gets screenshotted and shared before the context catches up. Trust is shaped not only by what an organization says, but especially by what you do and how well, quickly and consistently you handle your issues.

In this practical, engaging session, we will explore how to build credibility into everyday communication before a high-stakes moment puts it to the test. Learn how strategic messaging, follow-through, visibility and response strategies can build trust with your audiences and create a bank of goodwill for when things go sideways. You’ll gain practical ideas for communicating with intention and purpose, while sharing your values and earning trust through good times and challenging ones, too. 

What You’ll Learn:

• Apply a practical trust alignment model to strengthen credibility across leadership, staff, and public audiences
• Anticipate and mitigate the most common credibility gaps in public communication
• Develop clear messaging practices to reinforce transparency and integrity
• Build a trust playbook to embed trust-based communication into everyday practice

Date: October 22, 2026
Time: 1:00 to 2:00 PM

Cost: $30 CAPIO members/$45 non-members/Free for Professional+ 

Register

SPEAKER:

BIO

Jill Wagner, APR is an expert, award-winning public relations strategist with a proven track record of helping organizations tell their stories, navigate crises, and achieve strategic goals.

As the founder of Your PR Toolbox, she helps communicators and leaders strengthen their skills, judgment, and confidence through practical tools, resources, training, and coaching they can put to work right away. Accredited in Public Relations by the Public Relations Society of America, Wagner excels in strategic thinking and creative execution, ensuring communications efforts align with organizational objectives.

With over 30 years of crisis communications expertise, she specializes in managing complex and high-stakes situations and translating complicated information into clear, impactful messaging. From crisis readiness to response and recovery, she supports organizations with the tools to respond, restore trust, and move forward effectively.

A trusted advisor to leaders and teams, Jill provides expert guidance on communications strategy and organizational issues. She also serves as a speaker, trainer, and mentor and has presented at dozens of conferences around the nation on public relations and leadership communication topics.

Her work has earned local, regional, and national recognition, including ADDYs, Tellys, and Awards of Excellence from PRSA, the National School Public Relations Association, CASE, and more. Twice honored as her PRSA Chapter’s Professional of the Year, she was also inducted as a Fellow in Fresno State’s Department of Mass Communications and Journalism, a distinction recognizing excellence in her career.

Contact: jill@yourprtoolbox.com