While most brands and content creators battle for views and engagement, should trust be the real area of focus for communicators and brands?
The sheer volume of content means we’re constantly being fed information. It can be difficult for us to step back and think critically about what we’re seeing and hearing.
Recent analysis reviewed 100 viral posts on Meta, X and YouTube – specifically looking at coverage during the recent extreme weather events in the US. Their findings revealed that at least 98% of posts lacked verification, with YouTube cited as performing worst, with no fact checking or community notes.
The most illuminating (and, in this case, concerning) point, was that Alex Jones’ fake claims during the wildfires garnered more views on X than the combined reach of major profiles such as the Federal Emergency Management Agency, the LA Times, and other prominent news outlets and emergency agencies.
Meanwhile, the landscape of search has been transformed by large language models (LLMs), altering how search engines curate results and how audiences engage with tools like ChatGPT. How can people trust the information they’re being presented with? How can PR people help to clarify where trust can be found, and help brands to build trusted communications?
Media platforms are being challenged as to how they can police misinformation, with emphasis placed on their responsibility to protect its users from instances such as the one described above. However, for PR people, media literacy is key. Media literacy must span the diverse world of traditional and emerging channels and platforms.
We have the responsibility and opportunity to collaborate with ‘newsfluencers’ and traditional media to deliver verified, trustworthy information through credible sources.
In this somewhat bewildering dawn, there are a few areas to focus on:
1. Audience understanding
As ever, this comes first. Whether limited or extensive knowledge is held around your audience, this must be used to unify your brand with an effective communications strategy. You want to know what information your audience needs from you, what they want to hear, and how you are going to better understand them – what do you need them to tell you. This will underpin your communications strategy.
2. Multimedia coverage
As we have talked about previously, the search landscape is evolving – you need to be talking to your audiences on multiple channels, with relevance and authority, to have the best chances of being found by them. A well-thought-out communications strategy will identify the messages, channels, content formats, collaborations, timing etc etc. A truly multimedia approach doesn’t mean posting everywhere, but rather leveraging a variety of platforms and influencers — including trusted newsfluencers who verify their sources and can help ensure your messages reach audiences safely and reliably.
3. Be adaptable
The feeling of the year perhaps. But, to not fall behind, we’ve got to be adaptable. We need to be talking to our audiences, gathering feedback, understanding the results of our campaigns or communications, and adapting our approach – rapidly, and wisely. Just because something worked a few months ago, does not mean it will work now. Change is happening faster now than ever before.
4. Be consistent
While discussing adaptability, this shouldn’t mean constantly changing what you stand for. That will lead to being seen as ‘flaky’ and lacking authority. There needs to be a consistent thread. Consistency fosters authority and trust. Adapt by testing new content formats or focusing on different facets of your brand - all while maintaining a cohesive, recognisable core narrative.
5. Be True To Your School
I won’t quote all of The Beach Boys here, but it’s important to “let your colours fly” and be true to your brand. While we’re adapting and shaping our communications for our audiences, we can’t lose sight of what’s true to our brand. Not every viral trend or popular app suits every brand. Every campaign or communication is a contribution to your long-term brand value. You no doubt want your brand to be around for a while, so you don’t want to risk its future by making flippant decisions like deciding that you’re going to partner with Mr Popular on TikTok because they have a big following, and later find out that they holiday with Musk.
6. Crisis comms
Crisis communications must evolve too. We must prepare and review policies and response strategies - how can they be updated to make sure they are mindful of the current world of media and make an impact? Effective crisis communication can make a crucial difference in maintaining trust during challenging times.
7. Consider engaging in the world of podcasts
Podcasts have been around for about 20 years, so there’s nothing necessarily ‘new’ here, but in an age where content is often truncated to be short and snappy and grab attention, podcasts offer a different arena where topics can be discussed in greater detail. Podcasts give people the opportunity to dive deeper into a topic, to have complex conversations, and discuss different points of view. It allows for people to understand the complexities of a story and gives them the opportunity to see/hear the full picture. Engaging in podcasts doesn’t always mean you need to create one of your own but seeking out ones that are relevant to you/your brand/your audience and featuring as a guest. Whichever way you or your brand engages in podcasts, it’s a brilliant opportunity to bring out the personality of your brand and explain your side of the story.
In summary
As we put one foot in front of the other and try to build trust, PR is now more important than ever. Comms strategies need to be reviewed and updated, and we need to make sure we keep listening and learning.
We can plan, produce, react, adapt, and keep trying. There’s no one-size-fits-all solution. Everyone must work out what works for them.
