Kelly Stepno on Building Trust and Reputation in Crisis Communication

Episode notes

For the short video summary, please click here . Watch the full video here . In this episode of Enabling B2B Buying with Charles Bernard , we explore building trust and reputation in crisis communication with Kelly Stepno , Senior Leader at APCO , a global advocacy and advisory firm. Throughout her career, Kelly has spent her entire career in consulting, helping major organizations navigate crisis, litigation communication, and high-stakes reputation challenges. Although she never planned to work in sales, Kelly explains how consulting placed her at the center of buying and selling. Over time, she learned that winning trust during crisis is not about pitching. Instead, it starts with listening closely, understanding leadership responsibilities, and helping solve real problems. As a result, Kelly shares how the volatility of today’s environment has intensified pressure for both buyers and sellers, and why honesty, active listening, and relationship-building are now more important than ever. She also discusses how building trust and reputation in crisis communication shape every interaction, from crisis response to long-term advisory work.