A Crisis Is the Ultimate Test of Trust
11/02/2026 • Agency news
As part of the Vienna-based international Chapter 4 Group, Chapter 4 has operated in Belgrade for 17 years, providing communications and strategic support to some of the market’s most successful companies. Its directors, Milena Avramović Bjelica and Tamara Bekčić, discuss trust as the foundation of reputation, the value of combining local expertise with international experience and why consistent communication matters more than following passing trends.
Trust is now every brand’s most valuable currency. How can companies build and maintain it?
MAB: Trust is built primarily through behaviour, when what a company says consistently matches what it does.The first step is honesty, followed by consistency, because audiences remember patterns rather than individual messages. The third is a willingness to communicate openly, even when things become difficult.
A crisis is the ultimate test of trust. Companies that have invested in transparent communication over the years have built up reserves of goodwill that protect them, while those that communicated only when necessary find themselves without that support.
Chapter 4 has worked closely with clients’ management teams for years. How important are local expertise and international experience?
TB: For us, it is about balance. Local expertise means understanding society, the media, culture and how audiences think and respond. Without it, even the best strategy remains theoretical. International experience provides a broader perspective, high professional standards and insight into what works in other markets.
The best results come from combining the two. We help international clients understand the local context, while supporting domestic companies in adapting their stories for international audiences and partners.
Markets, media and public expectations are constantly changing. How can companies remain relevant and true to their identity without getting lost in trends?
MAB: The key is a clear understanding of your values. Not every new platform or format suits every brand, and that is perfectly fine. We advise companies to treat their identity as a stable foundation while adapting how they communicate. Tone, channels and formats may change, but the essence should remain.
Brands that chase every trend gradually lose their distinctiveness and, with it, trust.
In your experience, what distinguishes brands that endure for decades, and what role does communication play?
TB: Enduring brands have a clear purpose and remain committed to it, regardless of challenges. They listen to their audiences and adapt without losing their character. They invest in relationships, not just sales, and understand that reputation is built strategically over many years.
Communication is the thread connecting everything. It translates corporate values into clear messages, builds relationships with employees, partners and the public, and protects brands during crises. A brand without communication is just a name, while communication without substance is merely noise.
If you could offer companies one piece of advice, what would it be?
MAB: Before thinking about media, campaigns or social networks, ask yourselves: who are we, and why should anyone choose or remember us? Once you have that answer, communication becomes simpler and results more lasting. And do not wait until you need communication to start investing in it.
TB: I agree that the best time to start building a reputation is before you need to rely on it. I would simply emphasise the importance of continuity in both communication and reputation building.
Source: CorD