In an era of misinformation, AI-generated content, and click-driven headlines, trust has become public relations’ most endangered asset. The 2025 Edelman Trust Barometer offers a sobering view: 68% of global respondents say they distrust business leaders, a 12-point jump from just a year prior. Even more troubling, 70% believe CEOs, government officials, and journalists deliberately mislead the public. In this climate, PR professionals must reclaim their role as stewards of truth—advocating for ethical storytelling, long-term credibility, and the public interest over short-term optics.
The Cost of Broken Media Trust
When trust is broken, the consequences ripple beyond the public. Media partners hesitate to engage, stakeholders grow wary, and internal morale can plummet. Integrity starts internally. PR teams must be empowered to raise red flags when messaging misaligns with truth or public interest. Brands like Patagonia exemplify this, consistently aligning their public narrative with core values—even pausing marketing during wildfires or taking strong stances on land conservation. Doing the right thing isn’t a stunt; it’s the strategy.
The Danger of “Short-Term Wins”
Unfortunately, many campaigns still chase the adrenaline rush of short-term wins—clickbait headlines, inflated claims, or performative statements. These tactics may grab attention momentarily, but they erode brand equity over time. Consumers are more skeptical than ever, and they’re quick to call out greenwashing, virtue signaling, or spin. Consider the backlash against fast fashion brands that overstate sustainability claims, like H&M’s “Conscious” collection. Audiences now demand proof, not just promotion. Trust grows slowly, but it can disappear in an instant.
When trust is lost, rebuilding it starts with humility. The gold standard remains Tylenol’s 1982 response to a poisoning crisis: swift public warnings, transparent communication, and a massive product recall that prioritized consumer safety above all. That truth-first approach helped restore public confidence and remains a blueprint today. PR leaders must create space for transparency by developing response protocols that prioritize facts over spin, ensuring consistency across channels, and engaging third-party validators—journalists, industry experts, and community leaders—who can credibly vouch for a brand’s re-earned integrity.
Rethinking PR Ethics
Ultimately, credibility starts with culture. Teams that act with integrity externally must be supported by structures that encourage it internally. That means establishing whistleblower pathways, embedding ethical training in professional development, and rewarding values—not just vanity metrics—in performance reviews. A PR team can only defend the truth if their workplace supports it.
At its core, PR isn’t just about securing coverage, interviews, or press hits—those are baseline activities. The true value of public relations lies in its ability to build credibility, legitimacy, and trust, which in turn fuel a company’s long-term success. For businesses with ambitious goals—whether it’s revenue growth, investment rounds, or strategic partnerships—PR is often the linchpin. When executed effectively, it not only drives visibility but also creates the conditions for meaningful growth.
Rebuilding PR Credibility
Credibility comes from telling your story through trusted third parties. It’s one thing to say it yourself—it’s another when respected media outlets, podcasts, or industry voices share your message. Legitimacy is about showing up in the right places at the right time—whether it’s announcing a funding round or contributing to a thought leadership piece—positioning your brand as a serious player. And trust comes from consistency. When your messaging, values, and actions align over time, customers, employees, investors, and partners all start to believe in you.
PR, at its best, is a company’s public conscience. In a noisy world, doing the right thing still speaks the loudest. As practitioners, it’s time we hold ourselves—and our clients—to that higher standard. According to Edelman’s 2025 Trust Barometer, “63% say it’s becoming harder to tell if news was produced by a respectable source or from attempted deception.” That level of grievance doesn’t dissipate with a rebrand or a news cycle—it lingers. PR has a duty to be proactive in protecting reputations, not just reactive in cleaning up the mess.
Recent case studies make this clear. When OpenAI’s board abruptly fired CEO Sam Altman without clear communication—only to reinstate him five days later—the resulting backlash exposed serious questions about accountability and alignment, sparking concern from employees, partners like Microsoft, and the media alike. The takeaway was clear: in high-stakes moments, a lack of clarity—even internally—can trigger a full-blown reputational crisis. PR must act as the connective tissue between leadership decisions and public understanding.
Bud Light’s 2023 partnership with transgender influencer Dylan Mulvaney sparked polarized reactions. The brand’s decision to distance itself from the campaign drew criticism from multiple sides, leading to a decline in consumer trust and brand loyalty. The situation highlights a key lesson: shifting messages under pressure can create confusion and damage credibility. For PR professionals, it reinforces the importance of consistent, values-aligned communication. Authenticity and clarity, even during challenging moments, are essential to building and maintaining trust.
These aren’t just cautionary tales; they’re a call to action. Ethical PR should serve as the compass inside every organization. Communications leaders are often the only ones in the room advocating for transparency, even when it’s inconvenient.
