PR and the Value of Trust
The rise of disinformation in media has fundamentally altered the PR landscape. As a former journalist, I often observed the difficulties reporters face in finding reliable sources. The dissemination of false or misleading information, often exacerbated by social media algorithms, has made it harder for journalists to do their jobs effectively.
by Manno van den Berg
This presents an opportunity for PR professionals. Journalists should see you as their ally, not as a gatekeeper withholding information. Journalists need credible sources and detailed data to cover stories. Give them what they need: relevant data they can trust.
Trust is key. If a PR professional provides incorrect information for short-term gains, it will damage long-term credibility. It can severely harm the trust between companies and the media.
The importance of trust in any business relationship cannot be overstated. Cision’s 2024 State of the Media Report showed that journalists are more skeptical of PR professionals than ever before. They demand data-backed, transparent, and well-researched information.
Data has always been a powerful tool for journalists, and it is quickly becoming one of the most crucial elements in shaping editorial stories. According to the report, two in five journalists say data will play an even larger role in their work this year. This means stories backed by solid data are more likely to catch a journalist’s attention.
As PR professionals, it’s vital to meet this demand and avoid short-term tactics that undermine long-term credibility.
Long-term credibility
Long-term PR requires a strategic approach. PR must be a consistent, ongoing effort rather than a tool used only in emergencies. Here are several tactics that can help organizations build lasting trust:
- Proactive communication: Build relationships with journalists and stakeholders before a crisis occurs. Regularly share accurate, transparent information about your company’s activities and values. This will help establish a reservoir of goodwill to draw on when needed.
- Data-driven PR: Journalists increasingly rely on data to shape their editorial strategies. By offering well-researched data and insights, PR professionals can enhance their credibility and ensure their pitches are taken seriously. Consistently providing valuable, data-driven insights shows that your organization is invested in factual accuracy.
- Authenticity matters: In a world where consumers demand more from the brands they engage with, authenticity is critical. PR should not just reflect what the public wants to hear but rather be a genuine representation of a company’s values and mission. For example, when Starbucks took a stand on racial equality, they didn’t just release a statement; they backed it up with long-term programs aimed at making a real impact, thus bolstering public trust in the brand.
- Expert connection: Actively identify and prepare internal subject matter experts who can provide journalists with deep, reliable insights. This not only enhances the credibility of your organization but also helps journalists create more accurate and comprehensive stories.
In conclusion, effective PR demands a long-term vision. It’s about fostering relationships, building trust, and maintaining credibility over time. Reactive, ad-hoc PR policies based on fiction rather than facts might bring temporary relief, but they often come at the expense of lasting trust. In today’s media environment, where disinformation runs rampant and public skepticism is high, companies committed to truth, transparency, and authenticity will stand out. That’s the way to build a brand that can withstand the test of time.
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