University of Kwazulu-Natal

New Report Inside Modern Pr Trust Timing Building Muck Rack

Bonisiwe Shabane
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new report inside modern pr trust timing building muck rack

October 15, 2025 10:00 ET | Source: Muck Rack Muck Rack NEW YORK, NY, Oct. 15, 2025 (GLOBE NEWSWIRE) -- VaynerX, in partnership with Muck Rack and Ipsos, today announced the release of a new research report, Inside Modern PR: Trust, Timing & Building Credibility – A Deep Dive Into Earned Attention in 2025. The report provides a comprehensive look at the evolving landscape of media consumption and attention, highlighting a critical new mandate for public relations practitioners. The research, which surveyed US consumers and brand leaders, reveals that while legacy media remains the anchor of trust (57% of consumers cite local news as their most trusted source), social platforms dominate the...

This coexisting but nuanced environment demands that effective modern PR must fuse the credibility signals of traditional media with the scale and immediacy of social. “There’s a real opportunity for brand leaders that understand how to harness legacy and social media alongside their consumers,” said VaynerX CMO Avery Akkineni. “Effective modern PR strategies will consistently deliver evidence and resonance, while ensuring messages are authentic, verifiable, and everywhere. It’s exactly what we’re helping our clients do every single day across VaynerX.” Sign up to the PR Net newsletter for the latest events, jobs, and industry news In an era of declining trust, rapidly shifting media habits, and rising demands for authenticity, modern PR must balance credibility, consistency, and reach to earn audience attention.

VaynerX, in partnership with Muck Rack and Ipsos, has released 'Inside Modern PR: Trust, Timing & Building Credibility – A Deep Dive Into Earned Attention in 2025', a report exploring how successful brands and... Read a few key stats below, and access the full findings for PR professionals navigating the balance between credibility and reach in 2025 here. The media landscape is as nuanced and relentless as ever. We consume more and more information through our phones while newspapers, magazines and publishers around the world continue to close. Wanna stay on the tightrope? Subscribe!

It helps. Honest. Our new report, Inside Modern PR: Trust, Timing & Building Credibility, released in partnership with Muck Rack and Ipsos found that 85% of 18–34-year-olds (and a significant 67% of 35–54-year-olds) get their news from... Yet, 57% of consumers still cite local news as their most trusted source. This means that brands can’t choose between the scale of a viral post and the credibility of a bylined article—they must master the tightrope walk between them. ​VaynerX, in partnership with Muck Rack and Ipsos, has released new research report, Inside Modern PR: Trust, Timing & Building Credibility – A Deep Dive Into Earned Attention in 2025.

The report provides a comprehensive look at the evolving landscape of media consumption and attention, highlighting a critical new mandate for public relations practitioners. ​ The research, which surveyed US consumers and brand leaders, reveals that while legacy media remains the anchor of trust (57% of consumers cite local news as their most trusted source), social platforms dominate the... This coexisting but nuanced environment demands that effective modern PR must fuse the credibility signals of traditional media with the scale and immediacy of social. “There’s a real opportunity for brand leaders that understand how to harness legacy and social media alongside their consumers,” said VaynerX CMO Avery Akkineni. “Effective modern PR strategies will consistently deliver evidence and resonance, while ensuring messages are authentic, verifiable, and everywhere.

It’s exactly what we’re helping our clients do every single day across VaynerX.” “This research echoes what communicators tell us every day, credibility isn’t static, it’s earned moment by moment,” added Greg Galant, co-founder and CEO of Muck Rack. “PR leaders are redefining trust in real time. The ones who will succeed are those who show up authentically across platforms, back their stories with evidence and build reputations that stand up to public scrutiny.” “Truth and trust are the foundation of what we do at Ipsos, ensuring decisions - from the ballot box to the board room - are rooted in evidence and facts,” said Nick Mercurio, chief... “As misinformation fuels skepticism, it creates huge implications and a clear opportunity for brands.

Companies that lead with honesty and consistency will be the ones to grow.” VaynerX, in partnership with Muck Rack and Ipsos, has released a new report, Inside Modern PR: Trust, Timing & Building Credibility – A Deep Dive Into Earned Attention in 2025, examining how shifting media... The study underscores that for PR professionals to succeed today, credibility must be earned continuously—by blending the authority of traditional media with the reach and immediacy of social platforms. Surveying U.S. consumers and brand leaders, the research shows that legacy media remains a core trust anchor, with 57 percent of consumers citing local news as their most reliable source. However, younger audiences (18–34) rely overwhelmingly on social media, with 85 percent using it as their main source of news.

The report identifies several challenges for communicators: 56 percent of consumers say their trust in news has declined in the past five years, with the most valued trust signals being fact-checked information, transparency of... A key gap also exists between how brands and consumers define proof—brand leaders place twice as much value on visual evidence such as photos or videos, while consumers prioritise clear data and verifiable sourcing... NEW YORK, NY, Oct. 15, 2025 (GLOBE NEWSWIRE) -- VaynerX, in partnership with Muck Rack and Ipsos, today announced the release of a new research report, Inside Modern PR: Trust, Timing & Building Credibility – A Deep Dive Into Earned Attention in 2025. The report provides a comprehensive look at the evolving landscape of media consumption and attention, highlighting a critical new mandate for public relations practitioners.

The research, which surveyed US consumers and brand leaders, reveals that while legacy media remains the anchor of trust (57% of consumers cite local news as their most trusted source), social platforms dominate the... This coexisting but nuanced environment demands that effective modern PR must fuse the credibility signals of traditional media with the scale and immediacy of social. “There’s a real opportunity for brand leaders that understand how to harness legacy and social media alongside their consumers,” said VaynerX CMO Avery Akkineni. “Effective modern PR strategies will consistently deliver evidence and resonance, while ensuring messages are authentic, verifiable, and everywhere. It’s exactly what we’re helping our clients do every single day across VaynerX.” “This research echoes what communicators tell us every day, credibility isn’t static, it’s earned moment by moment,” added Greg Galant, cofounder and CEO of Muck Rack.

“PR leaders are redefining trust in real time. The ones who will succeed are those who show up authentically across platforms, back their stories with evidence and build reputations that stand up to public scrutiny.”

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