Trust is defined as the firm belief in the reliability, truth, ability, or strength of someone or something (Merriam-Webster Dictionary). According to Covey trust is cultivated through two areas – character and competency.
Character is a constant and necessary for trust in any circumstance. Competence is situational and depends on what the circumstance requires. (Covey and Merrill, The Speed of Trust: The One Thing That Changes Everything, 2006). Covey and Merrill discuss in detail various contexts in which we can either establish or diminish trust.
We agree. You never get a second chance at trust or credibility. Once either is gone, your chances for effective communication are extremely low. Trust and credibility are part of Empathy, the fourth bone of the FINESSE fishbone (cause and effect) diagram.