"Trust is fundamental to functioning in our complex and interdependent society" (Tschannen-Moran & Hoy 2000, p. 549). There are few who would disagree with the above statement. In fact, the concept of trust is a hot topic in the business literature. Most managers realize that trust isn't a soft commodity, but has significant impact on the bottom line goals of any organization. Trust has always been critical to the successful practice
of public relations.

The purpose of this paper is to review the academic and trade literature on the concept of trust, in particular as it relates to the effective practice of public relations. This literature shows how essential trust is for any kind of social relationship, and will be used to help provide a working definition of trust. Trust is particularly important to other critical conditions for the successful practice of public relations, namely credibility and satisfactory relationships. Additionally, the paper will present ways in which trust is being measured in many disciplines, including public relations. It will conclude with some advice on how to develop, foster, and maintain trust.