A good way to start thinking about "context" in the messages you are sending out is to consider whether you are communicating your competence and your caring.
Is every message you send saying you can you be trusted?
The key elements of trust are competence, caring, and integrity.
Not everyone values integrity, caring and competence the same way, however. And, the weight of each of these elements of trust can shift, even in an individual. The context can change depending upon when the message is given. Where the message appears and, of course, who is sending the message can also make a difference.
Are you communicating your caring when your key audiences are more concerned about your competence?
Or, is it your integrity that your potential customers are most concerned about right now?
Putting the proper element of trust forward at the right time, and it the right way, will compel your key audiences to act.