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Building trust in an era of skepticism: 5 PR strategies for trustworthy brand communication

trustworthy brand

With the waves of misinformation in both printed and online media, it is getting more and more difficult to ensure that your brand remains trustworthy. It’s easy to provide lip service and come up with a marketing strategy that says everything a crowd wants to hear, but following through on things promised can prove to be quite the challenge.

Why do people become sceptical of brands?

Brands that don’t fulfill their communicated messages through campaigns add to the general distrust consumers have of brands. There are different situations that contribute to this, but below are the biggest factors:

  • History of deception – Some consumers may have been fooled before, either by marketing scams, broken promises, or mixed responses to inquiry.
  • Empty buzzwords – Some brands tend to use hyperbole, and claim their product or offer is “the best” or even “tested by experts worldwide,” even if it isn’t true.
  • Lack of transparency – Consumers are made unaware of potentially unethical work practices and modes of production, and only find out through another community.
  • Brand inconsistency – The branding doesn’t look consistent on its different platforms, making it look inauthentic and unprofessional.
  • Information overload – Consumers could be over-saturated with online opinions of a product or service the brand provides, which could be overwhelming.
5 PR strategies to build a more trustworthy brand

To overcome scepticism, brands should focus on building transparency, delivering consistent messaging, and demonstrating tangible actions that align with their stated values. Genuine engagement, honesty, and a commitment to delivering on promises can help rebuild trust with sceptical audiences. We enumerate the strategies you can use below:

1. Include authentic storytelling

Craft compelling stories that reflect your brand’s values and mission. Sharing real-life experiences and testimonials can help build a genuine connection with your audience. Authentic storytelling also fosters trust by showcasing the “human” side of your brand, letting your audience know that you care.

2. Implement communications transparency

Address both the successes and challenges your company encounters. Clearly communicate your brand’s intentions, decisions, and any changes that may impact stakeholders–that way, when a crisis occurs, you can guarantee that not everyone will jump ship. Openness builds credibility and reinforces a sense of reliability.

3. Foster a dialogue with your community

Do this through social media, forums, and other interactive platforms. Actively listen to feedback, address concerns, and engage in meaningful conversations. Establishing a two-way communication channel strengthens relationships and demonstrates a commitment to customer satisfaction.

4. Maintain a consistent brand voice

Ensure that your messaging aligns with your brand values and remains constant over time. Consistency builds recognition and reinforces trust as audiences become familiar with your brand’s identity, so stay on top of this with strategies and brand kits.

5. Prepare crisis management communications in advance

Be prepared to address potential challenges swiftly and transparently, and clearly outline responsibilities, communication channels, and key messages to maintain control. Proactive crisis management helps mitigate potential damage to your brand’s reputation.

By implementing these PR strategies, your brand can establish and maintain trustworthy communication with your audience. Building trust is an ongoing process that requires consistent effort and a commitment to openness, authenticity, and engagement. We’re rooting for you!

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Comms Room Staff
Comms Room Staff
A new knowledge platform and website aimed at assisting the communications industry and its professionals. Contribute your op-ed, press releases, how-to articles, videos and infographics at media@commsroom.co