Ethical public relations is more important for your organization than ever before. Is your brand trustworthy?
Misinformation, fake news, and alternative facts: We’ve all heard the buzzwords that describe incorrect or misleading information – so it’s no wonder the average reader is more than a little wary of the news they’re consuming. The 2020 election cycle saw some of the lowest reported confidence in news reporting, and as the 2024 election cycle heats up, it’s important for media professionals to understand the implications of a distrustful audience.
WHAT IS MISINFORMATION?
Misinformation has many forms, and it can include (but isn’t limited to) incomplete or out-of-date information, misinterpreted information, pranks, biased information, or factual errors. Misinformation, while never ethical, can be unintentional, which is why it’s important for media professionals to verify any information they are sharing. When misinformation is spread intentionally, it’s referred to as disinformation.
WHY IS IT RELEVANT?
Before the internet, audiences only had access to a few sources of information. Now, people can find information just about anywhere, with social media and other outlets becoming increasingly trusted sources of information.
Unlike traditional media of the 20th Century, the current media landscape allows just about anyone to create content, and that content doesn’t have to be rooted in fact. Misinformation is able to spread easier and faster than ever, and once it’s adopted, it’s hard to correct.
HOW DOES THIS IMPACT MY BRAND?
Research consistently shows two things:
Journalists tend to be mistrustful of public relations practitioners.
Ultimately, public relations is most successful when partnered with news media, as news media provides legitimacy to a brand.
If the public is wary of journalism and news media, that means public relations efforts suffer, as news coverage that once provided legitimacy to a brand may not be as valuable to consumers. Additionally, if gatekeepers of news media – in this case, journalists – are wary of any information you’re providing, they may not be willing to publish your story.
As media trust once again begins to fluctuate, establishing and maintaining a trustworthy brand reputation with all of your stakeholders, journalists and consumers included, is increasingly critical to the bottom line. Here are 5 strategies you can use to establish and maintain brand trust:
1. Consistency
Establishing a consistent brand is key to building trust in your organization. Ensure that your brand voice, messaging, and visual identity are consistent across all owned communication channels, and deliver high-quality content to any potential press contacts.
2. Transparency
Transparency is always a win for brands, especially in a crisis. Don’t believe me? See how Tylenol handled the cyanide murders of 1982.
To establish brand trust, be open and honest in your communications, and if your brand makes a mistake, own up to it. Share information about your business practices, values, decision-making, and explain the steps you may be taking to address any concerns or crises that may arise.
3. Engage Your Customers
While PR is most effective in combination with news media, there’s no reason your brand shouldn’t take steps to establish credibility with your customers. By actively seeking customer feedback, you are showing that you value their opinions and are willing to make changes based on their input.
4. Be Authentic
In a world full of scripted responses, there’s a reason the “unhinged” marketing strategy employed by Duolingo has become the pinnacle of authentic brand marketing.
Even in a virtual world, consumers seek human connection. They want reassurance that the brands they support are more than faceless organizations behind a screen. Share authentic stories about your brand, its origins, and its missions, and don’t be afraid to be a little silly – when the moment calls for it.
5. Corporate Social Responsibility
In addition to seeking human interaction, consumers want to know the company they are supporting aligns with their values. By fostering community, getting involved in initiatives and causes that align with brand values, and promoting sustainability, you can build your brand’s reputation as a company worthy of your customers’ business.
Establishing your brand as a trustworthy source in a tumultuous media landscape requires meticulous, evidence-based strategic planning and aligned execution. If you’re struggling to develop a media strategy that builds brand confidence, ELM Communications can work with you to design a custom media strategy, backed by research.
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