As the Optus triple-0 crisis deepens, CEO Stephen Rue is struggling to rebuild trust.

Mike speaks with Dr Neryl East—international expert on communication, credibility, and reputation—who says Optus has shifted its crisis strategy, with daily CEO updates and a show of transparency.

But contradictions, gaps, and failures in process are undermining the message, leaving a shaken public doubtful. Rue faces the near-impossible task of regaining trust.

For Optus to survive, it must show relentless honesty, tenacity, and genuine change.