Trust And Evidence Key To Modern Pr Report Marketingreport

Bonisiwe Shabane

-Nov 18, 2025, 9:29 AM

trust and evidence key to modern pr report marketingreport

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... 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.” 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. In today’s fast-paced, information-driven world, building trust and credibility is essential for business success. Whether you’re launching a new product or nurturing an established brand, public relations (PR) is the secret ingredient that can turn casual customers into loyal fans. PR bridges the gap between businesses and their audiences, ensuring your message resonates and builds a reliable reputation. Here are seven powerful ways PR helps brands craft compelling stories, connect with audiences, and prove they’re the real deal:

Let’s face it, authenticity may be a buzzword, but it’s the foundation of trust. A well-crafted PR strategy helps brands showcase their genuine values. By sharing your story transparently through press releases, media interviews, and blog posts, PR professionals create a narrative that resonates emotionally with customers and builds loyalty. PR isn’t just about one-time wins; it’s about cultivating lasting relationships with both the media and your audience. Much like tending to a garden, this process requires time, attention, and nurturing, but the benefits are worth it. By maintaining ongoing connections, brands can secure continuous opportunities for media coverage and audience engagement.

Over time, these relationships position a brand as a trusted source of information and a steady presence within its industry, reinforcing strength, trust, and credibility. 3. Highlight Corporate Social Responsibility Public relations in 2026 is not a continuation of current trends, but a redirection driven by how audiences now discover brands, evaluate credibility, and decide who deserves their attention. The tools have changed, the platforms have multiplied, and the rules for earning visibility have been rewritten. This isn't gradual progress, but a wake-up call for immediate action from every PR professional.

AI, Generative Engine Optimization (GEO), and founder-led branding are driving the biggest shifts in how PR operates right now. AI runs the tools that help teams track news and spot opportunities. GEO makes sure your brand isn’t invisible when people search through AI assistants, while founder-led branding gives audiences something human to connect with. These aren't predictions, these are public relations trends that are already creating how stories are told, how influence is measured, and how visibility is gained. If PR teams treat these trends like passing fads, they won't just fall behind, but they'll become invisible. The same risk applies to other PR trends like brand activism.

When companies take a stand on social or political issues, people notice. Brand activism examples like Patagonia's environmental campaigns or Ben & Jerry's social justice advocacy show how authentic commitment builds trust. Those that fake it or contradict their own principles get exposed fast, and the reputational damage can be permanent.. We built this report collaboratively. Our entire PRLab team sat down to discuss what we're seeing across campaigns, debate which trends matter most, and cross-check our observations against the latest industry statistics to make sure we didn't overlook anything... Talk to our team about building a PR strategy that positions your brand ahead of the curve in 2026.

Trust And Evidence Key To Modern Pr Report Marketingreport

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