The global financial crisis has shaken the public's confidence in organizations and their officials. Suspicion and cynicism have replaced trust. The Edelman Trust Barometer, the annual survey conducted by the PR firm Edelman, recorded a slight increase in trust last year, yet 70% of the respondents believe that business and financial companies will revert to old habits when the financial crisis is over. The willingness to trust is a function of experience. That's where communication comes in. These days, corporate communication is hardly business as usual. Social media offer another escape route out of the crisis of confidence, but not many corporate leaders are aware of it, and even fewer are willing to take it. There is little doubt that communicators will play a major role in the years to come in re-establishing public confidence in the corporate world.