Public relations and the media have always been closely tied. For decades, earned media was the gold standard. A story placed in a respected outlet meant credibility. It meant reach. It meant trust.
But the landscape has changed.
According to the Edelman Trust Barometer, trust in traditional media is declining globally. In the U.S., only 39% of people say they trust the media “most of the time.” Misinformation, perceived bias, shrinking newsrooms, and the rise of social media have all contributed to the erosion. For PR professionals, this shift requires a serious strategy reset.
What’s Causing the Decline?
- Partisan Perception: More consumers view news outlets as politically biased, leading them to question even basic facts.
- Clickbait and Speed: The 24-hour news cycle and pressure to publish fast have chipped away at accuracy and depth.
- Shrinking Local News: As local outlets close or consolidate, communities lose trusted sources of information.
- Misinformation Floodgates: Social media allows unverified information to travel faster than the truth, leaving traditional media playing catch-up.
How This Impacts PR Strategy
Earned Media Isn’t Enough
Relying solely on media placements to shape public perception is no longer viable. Even when stories are picked up, audiences might doubt their accuracy—or miss them entirely.
What to do instead:
- Build a stronger owned media presence: blog, website newsrooms, newsletters.
- Use paid media strategically to supplement key messages.
Trust Must Be Built Directly
Third-party validation has weakened. Brands must now engage directly with stakeholders to build trust.
What to do instead:
- Use executive visibility—LinkedIn posts, podcast interviews, video messages—to show transparency and authenticity.
- Prioritize two-way communication on social media.
Relationships Still Matter
While media trust is lower, strong relationships with journalists are still valuable. Reporters are stretched thin. Reliable PR contacts who can provide clear, honest information are still an asset.
What to do instead:
- Make it easy for media to work with you: provide complete, well-sourced stories, clear contact information, and timely responses.
- Focus on facts, not fluff.
Prepare for the Misinformation Era
Bad information spreads fast. Sometimes it targets your brand directly. Other times it simply confuses your audience.
What to do instead:
- Develop a misinformation response plan.
- Monitor social platforms for emerging narratives, even those that aren’t true yet.
The Bottom Line
PR is no longer just about media relations. It’s about message control, narrative ownership, and trust—earned one interaction at a time. As public trust in traditional media declines, businesses must fill that vacuum with their own credibility. That means being proactive, transparent, and responsive.
Trust isn’t granted by headlines anymore. It’s earned—daily—through every word, post, and decision.