ABSTRACT
The concepts of trust and confidence may be key to a better understanding of why crisis communication sometimes works and sometimes fails. A short theoretical introduction to this chapter outlines the difference between trust and confidence. Three crisis case studies illustrate how trust and confidence can influence people’s willingness to cooperate. Furthermore, the factors that may have been crucial for the success or failure of the measures taken during the crisis cases are identified. Finally, based on the theoretical considerations and the three case studies, we derive some general recommendations.
