Anyone can purchase ads to get views and clicks. And a clever ad campaign, with a decent budget, can make sure your brand is launched into the digital sphere and win you clicks. But what comes after the click? How confident does the customer feel they have arrived in the right place? Is yours a brand they already know and trust? You’ve won the click, but are have they got the confidence to actually buy, if this is the first they have heard of you. Or would they be wise to shop around a little more first?
This is where PR enters the picture. Public relations doesn’t just share your message: it builds credibility, strengthens reputation, and ensures your brand’s voice lands with the right people at the right time – usually before they even arrive at your website with a mind to buy.
Businesses that underestimate the power in PR risk spending cash on clicks but still losing customers to competitors who have invested in brand as well as click bids.
Limits of paid media?
Paid ads are great for grabbing attention, and fast. But attention on its own isn’t enough. You need more. As the generation of social media consumers, we endlessly – and mindlessly – scroll past ads and content, and then it’s gone. Research shows that audiences are increasingly sceptical of paid messages, with a quarter of the public actively distrusting ads. Spending big budgets on ads doesn’t guarantee lasting influence. Ads can deliver reach, but reach without trust is just noise.
What PR does differently
PR is earned, not bought. Coverage in newspapers, magazines, podcasts, and credible online outlets carries weight because it comes from a third party. People choose to engage with it. They read the story, digest the context, and most importantly, they trust the source.
Beyond trust, PR creates depth of engagement. A feature article, an expert quote, or a well-timed press release gives your audience a reason to think and connect with your brand. This is the opposite of the doomscroll – it’s attention that lasts.
In today’s rapidly travelling digital sphere, earned media doesn’t just reach humans. AI-powered search engines rely on reputable journalism to generate credible content. Your brand’s credibility goes beyond surface visuals, with AI shaping how content is discovered by algorithms in ways that ads can’t.
PR in action
In the UK, national news brands reach around 24 million adults daily. That’s comparable with major broadcast channels. While fewer people may pick up a newspaper than say a decade ago, those who do are giving more time and attention than a quick social scroll ever demands.
Small businesses and big brands alike have leveraged PR to punch above their weight, earning coverage that increases awareness, positions them as experts, and drives real engagement, all without the huge cost of paid ad campaigns.
Why do businesses still underinvest?
Despite the many advantages, many smaller companies underinvest in PR and wonder what’s hindering their growth. Reasons for this range from cost, measuring concerns, and the reliance on ads. But strategic PR is measurable.
Final thoughts
Visibility is cheap, but credibility is priceless. PR converts exposure into trust, influence, and authority that turbocharge ad performance along with all marketing channels.
For businesses serious about growth, investing in PR isn’t optional. It’s a strategic move that boosts sales and supports long term growth.
Want to find out more? Drop Michael Gregory a message and see how we can work together to help your business grow
Blackpool-based energy consultancy Trident Utilities has strengthened its leadership team as the business positions itself for its next phase of growth.
As part of the changes, Alexandra Mottershead has been promoted to Head of Procurement & Supplier Services. Alex joined Trident in March 2022, at the height of the energy crisis, bringing a decade of experience in the energy consultancy sector.
After graduating from the University of Manchester with a degree in Atmospheric Physics, Alex joined the industry as a fixed procurement analyst and has since built extensive expertise across risk management, trading, procurement, and supplier relations.
In her new role, Alex will lead Trident’s risk management, trading, procurement, and supplier services functions. Her team is responsible for strategically procuring energy for customers by balancing individual organisational priorities and risks with market opportunities and net-zero objectives.
This includes managing both fixed-term contracts and flexibly traded procurement strategies, as well as overseeing fixed and flexible Power Purchase Agreements (PPAs) for generators to maximise revenues while mitigating operational risk.
Alex’s team also includes Trident’s non-commodity specialists, who provide vital updates to customers on charging, policy, and regulatory changes that may impact future energy costs.
Alexandra Mottershead, head of procurement & supplier services, said:
“I’m really proud to be stepping into this role at such an important moment for the energy sector.
“My focus is on making sure organisations have the clarity and confidence they need to make informed energy decisions that support both commercial resilience and their journey to net zero. I’m also genuinely excited to be leading such a talented team as we continue to strengthen our procurement and risk management capabilities.”
Andy Curry, head of client services, added: “Everything we do at Trident is grounded in strong data and sound science, and Alex brings a rare combination of both. Her deep understanding of the science, alongside more than a decade of hands-on industry experience, is invaluable for our clients and adds real strength to our wider leadership team.
“Alex’s perspective will further strengthen our ability to help clients make informed, long-term strategic decisions as they seek to lock in energy efficiencies and cost savings on the path to net zero.”
As we reach the end of 2025, we’re looking ahead to how public relations can support and strengthen your business. With AI rapidly transforming the landscape of communication, customer expectations, and reputation management, it’s fair to say that 2026 will bring a wave of new opportunities – as well as fresh challenges – that make strategic public relations more valuable than ever.
Here are five things worth keeping on your radar for the year ahead.
1. AI is a driver
AI is changing fast, and it’s not just about being able to use the technology; more about how to clearly explain it. Businesses will need PR teams who understand AI and can turn complex tech into simple, confident messages that their audiences can be reached with and understand.
With the rapid development of artificial intelligence – Generative Engine Optimisation (GEO) – is emerging. Instead of delivering lists of clickable links as search engines have previously done, AI-powered search tools now provide summaries based on information from various sources and may include generated perspectives. This will be a key feature in the coming year, as we’ve previously talked about.
2. Reputation will be harder to protect and easier to lose
With deepfakes, misinformation, and rising public scepticism, trust is absolutely fragile. Mike Robb, Co-CEO of Boldspace, said:
“Trust will (still) be the hardest currency to earn. With audiences increasingly sceptical of everything they see and hear, brands can’t rely on polished messaging alone.”
PR should focus on building credibility through actions, evidence, and consistency. Through strategic communications, you can show your values and impact, while keep your brand’s messaging authentic.
3. Earned PR goes beyond traditional media, into creator and community space
The PESO Model (Paid, Earned, Shared, Owned) remains at the centre of modern communications strategies. Earned media now includes so much more than only traditional press – individual creators, community forums, industry voices, podcasts, Substack writers, and specialist online communities – not just newspapers and broadcast media. Credible publication sources will feed into GEO, enhancing public relations results.
4. Purpose-driven communications take priority
Audiences are increasingly looking beyond products and services to what a business stands for. Social responsibility, sustainability, diversity, ethical practices… all are part of how your brand is judged. Taking a stand and showcasing your purpose – authentically – is a powerful position. Public relations can help you to craft your values-led messaging, helping a positive reputation and stakeholder trust to grow.
5. Crisis readiness will be a core part of business
Today’s fast-moving information landscape means problems can spiral quickly and cause serious damage. Strategic communications helps you to stay prepared; from planning for potential scenarios and spotting misinformation early, to having systems in place for rapid response to a real crisis. In 2026, being ready won’t just protect your reputation – it will save time, resources, and stress when things go wrong.
Considering an overhaul in your strategic communications in 2026? We can help. Drop us a message here to find out how we create strategic, powerful communications that land – and last.
Interest in PR – or even more specifically Earned Media – is at an all-time high thanks in part to the advent of AI-powered search and the fundamental role real media coverage plays in getting Large Language Models’ (LLM) respect.
According to PRWeek, brands featured in authoritative editorial sources are now much more likely to appear in AI-driven search summaries. So, being talked about credibly in the media doesn’t just impress human readers, it impresses the very algorithms that determine what those humans even see based on what they search.
Earned Media has therefore gone, almost overnight, from something previously seen as the reserve of brand-building companies – to an essential for anyone who wants to be found online.
What is “Earned Media” anyway?
A quick explanation for the term Earned Media is “newspapers and magazines, TV and radio”. Not the ads, but the articles and programmes themselves. Essentially, the bits people actually want to read or watch, not the stuff at the edges or in between.
While it’s possible to get coverage in media through Paid ads, Earned refers to getting covered in the articles themselves, not by paying cash, but through a “value exchange” of making a journalist’s day just a tiny bit easier by providing them with content that is useful and interesting to their audience.
So how is it done?
1. Think like a journalist, not a marketer
The first rule of good Earned media relations is simple but often ignored: journalists are not there to market your business. Their loyalty is to their audience, not your brand – or any kind of marketing. They don’t care about marketing… at all. They care about stories and valuable insights.
Editors are deluged with stories daily. They’re looking for relevance, impact, and human interest, not corporate messages. As the BBC’s own editorial guidance makes clear, the test for inclusion is whether a story “adds something meaningful for the public” not whether it’s good for a company’s profile.
Less formally, the BBC local news test has been quoted as “the pub test”. If you told this story to a person in a pub, would they be interested? If not, drop it.
So, when planning your media outreach, ask yourself:
What’s genuinely new, surprising, or useful in what we’re saying?
How does this story connect to a bigger theme – a local issue, a sector challenge, or a human story?
Why would this outlet’s audience be interested?
If your pitch answers those questions, you’ve already increased your odds of coverage. Instead of thinking “how do we promote our product?”, think “how do we help a journalist tell a better story?”
2. Know the difference between news and features
Understanding what kind of story you’re offering is critical. There’s a world of difference between a news release and a feature idea. And the way you frame them should reflect that.
News is about what’s happening now: a product launch, a major contract, a new appointment, a milestone, an award. It needs immediacy and clarity. A good press release should:
Lead with the essential facts (who, what, when, where, why).
Include a quote that adds context or insight, not just enthusiasm.
Avoid corporate jargon.
Attach strong visuals (more on that later).
Features, by contrast, are longer-term and more thematic. They explore why something is happening or what it says about a wider trend. For example:
Feature: “How northern manufacturers are carving out new export markets post-Brexit.”
If news gets you mentioned, features build your authority. They allow space for commentary, data, and narrative – the stuff that turns a company name into a trusted voice.
A balanced PR strategy should combine both. Use News to show activity and momentum, and Features to show expertise and substance.
3. Engage with the news agenda
Great PR isn’t just about pushing out information, it’s about joining conversations that are already happening.
When something relevant breaks in your sector, having an informed spokesperson ready to offer perspective can elevate your visibility overnight. Journalists value businesses that are fast, articulate, and quotable.
To make that work in practice:
Track your sector’s news daily. Look for opportunities to provide expert comment.
Develop a clear media profile for your spokesperson: what topics can they credibly speak about?
Respond quickly. Newsrooms move fast; being first and relevant matters more than being perfect.
Keep commentary tight and topical. Aim to inform, not advertise.
Over time, this kind of visibility establishes your business as a go-to voice for journalists. That consistency is what turns one-off mentions into recurring media relationships and recurring relationships into lasting authority.
4. Start local to go national
For UK SMEs, local media is often the smartest entry point into the national conversation.
Regional outlets across print, online, and broadcast are deeply connected to their communities. They’re also trusted by national journalists as a rich source of human-interest stories and business leads.
Getting covered locally not only strengthens your visibility in your area but also makes you discoverable when national media are researching sources.
Again, put yourself in the position of a journalist researching a national story. Would you call someone who hasn’t even featured in their local press?
The same works from a proactive angle. If you pitch a story or contributor to a national media outlet, what you are saying will sound a lot more credible if that journalist can see what you are saying has already been echoed in local press. It’s almost like PR-ing your PR.
The rule of thumb: treat local media not as second-tier, but as your basic “starter for 10”. Regional journalists are accessible, receptive, and looking for stories that show enterprise, creativity, or community impact. Get that right, and the national visibility often follows naturally.
5. Strong visuals make the difference
Okay, this is going to sound controversial, but it’s true.
A strong story with a great picture will almost definitely be published, if targeted to the right media.
A very strong story, with no picture, will still very likely be published. But will lose page impact, and, may end up being accompanied by a stock picture you don’t like.
However, a medium story with a great picture still has a good chance of being published.
A medium story, with a weak picture, has a very low likelihood of getting published.
A weak story with a poor picture will almost certainly not be published.
But, a weak story with a great picture… has a decent chance of being published.
In short, pictures matter (as best-selling author and acclaimed photographer, Brian Lloyd Duckett, says in this blog on how photography plays an important part in forming opinions). And a great picture can very often be the main reason a story gets published at all. It will certainly improve its likely position on the page.
Photo by Brian Lloyd Ducket
Good media photography isn’t about glamour – it’s about clarity, quality and context.
Never use stock imagery. Editors and readers can spot it instantly and it’s extremely likely you are breaching the copyright small print of the website where you bought it by providing it with a press release, whereby there is an unspoken understanding you are granting others the right to reproduce it (which is illegal if you don’t own the right to).
Provide original, high-resolution, well-lit images, showing real people and authentic settings.
Supply captions and names: this helps both human editors and AI systems index the image correctly.
Include options if you can, a landscape, a portrait, a team shot, so editors can choose what fits their layout. But remember each option must work as the shot, not be provided as a combination.
Most importantly, the shot should “tell the story”. The very best shots tell the story without you even having to read the accompanying article.
Publications are increasingly under-resourced. If you make your story visually ready to publish, you’re not just being helpful, you’re making it easier for a journalist to say “yes”. Photos should look exactly like the kind of photo the publication would take if they sent along their own photographer.
Bringing it all together
Traditionally, PR has been seen as an optional extra for small businesses who want to sell a bit more than they would otherwise.
But PR has never been an optional extra for businesses that want to grow. For these kinds of businesses, it has always been essential. It’s the foundation of visibility, credibility and long-term brand value.
What’s new is that AI-powered search has made that visibility more measurable and more valuable than ever. When trusted media outlets mention your company, they’re not just boosting your reputation, they’re signalling to algorithms that your brand is authoritative.
For SMEs, that means now is the moment to invest in earned media:
Build relationships with journalists before you need them.
Think in stories, not sales messages.
Use local coverage as your credibility engine.
Ensure every piece of content – words and images – is publication-ready.
Do it consistently and strategically, and your business won’t just be more visible to editors and audiences. It will be visible to the very systems that shape how people discover and trust brands in the digital era.
If you have used Google recently, you will have experienced firsthand how AI has transformed the search experience. In search marketing, the widespread use of AI Summaries is altering how consumers find brands and prompting a reassessment of established digital strategies.
From SEO to GEO: the new rules of visibility
Search engine optimisation (SEO) has traditionally been used to increase online visibility. With the development of artificial intelligence, a new approach called Generative Engine Optimisation (GEO) is emerging. Instead of delivering lists of clickable links as search engines have previously done, AI-powered search tools now provide summaries based on information from various sources and may include generated perspectives.
This shift to zero-click search means users may never reach your website at all. Instead, the AI assistant is making up its mind about your brand by reading everything else that’s been written about you online, from news articles and customer reviews to industry blogs and analyst insights.
That’s where PR comes into its own.
Why PR matters more than ever
Public relations has consistently benefited traditional SEO, especially through effective link strategies. Before AI, Google’s algorithms already valued online brand buzz in rankings. GEO now amplifies this effect.
The performance of GEO depends on the way Large Language Models (LLMs) process and understand information. These models are typically trained to give preference to reliable third-party sources instead of web content that promotes an organisation. As a result, brands mentioned in editorial coverage from reputable sources are more likely to be recommended or referenced by AI systems.
As PRWeek noted in a recent celebratory headline, the PR industry is now “sitting on a goldmine”. Many aspects that GEO incentivises – such as earned media, authoritative features, and press releases – are traditionally part of public relations activities. Marketing teams that understand and embrace this can gain a serious competitive advantage.
And as one strategist put it in Entrepreneur: “That’s why editorial media coverage remains the most powerful tool in modern PR – and it matters now more than ever. There are two core elements here: high-quality editorial features and press releases.”
The key shift: authority beats ownership
Think of it this way: Google used to reward what you said about yourself. AI now rewards what others say about you. This fundamental change means PR is no longer just about visibility: it’s about measurable impact.
It’s also worth noting that AI isn’t just repeating facts. It’s curating and interpreting content, so if your brand isn’t appearing in authoritative, context-rich environments, you risk being left out of the conversation entirely.
So, what should we do?
In today’s landscape, earned media isn’t just influential – it’s essential for algorithms. PR and SEO must work together.
But, a word to the wise: public relations is not a quick fix or an easy “bolt on”. For something now so impactful in the digital world, PR remains a surprisingly human activity.
It’s not about pushing out content on autopilot. It’s about creating authentic, valuable stories that deserve coverage in trusted media – content that earns AI’s recognition while strengthening the human-facing credibility that PR is built on.
A key mantra is: if it works for a human, it will work for AI. Quality and authenticity are everything.
As the UK summer makes its entrance (hopefully!), it’s easy for SMEs to fall into a content-holding pattern: light seasonal posts, a few sunny team updates, and not much else.
But here’s the thing: if you want your communications to work hard for your business, even during quieter months, you need a plan. Strategic communications don’t take time off, and neither should your brand visibility.
Why summer is a hidden opportunity for SMEs
While others wind down, you can stand out. Fewer updates on people’s feeds means there’s potentially less competition and more chance for your content to cut through. Whether you’re building trust, showcasing your expertise, or strengthening your brand, now is the time to show up with purpose.
Here are three ways you can do it:
1. Use summer themes that have substance
Community events, wellbeing initiatives, flexible working…these are perfect seasonal content ideas. But don’t stop at surface-level content. Make sure you tell stories that align with your values and show how your business makes a real impact.
2. Keep your messaging consistent and clear
Your audience might be in a more casual browsing mode, but that doesn’t mean they don’t notice quality. Every post should reflect your brand voice and purpose. Clarity and consistency win – even in flip-flop season.
3. Lean into thought leadership while others stay quiet
Summer is a brilliant time to share insight. Fewer voices mean your perspective carries more weight. Share a fresh take on your industry, highlight what you’re learning, or reflect on your growth. Be the expert your audience remembers. Great PR isn’t just about being seen: it’s about being remembered for the right things.
If you’re tired of shouting into the void, we can help. Drop us a message here to find out how we create strategic, powerful communications that land – and last.
Iwan Jones has been appointed chief financial officer of NW Mutual, a mutual bank with a proposed network of 60-plus branches to be owned by, based in and for the people and small and medium-sized businesses of the north west of England.
A financial services executive with more than 30 years of experience, Iwan has worked at organisations including Lloyds Banking Group, Barclays, NatWest, JP Morgan Chase and Deutsche Bank.
He has also been chief risk officer at Saffron Building Society, deputy financial director with Principality Building Society and most recently, financial director at Monmouthshire Building Society.
His appointment by NW Mutual follows the announcement of a network of approximately 60 proposed branches of the mutual around the north west, including 16 in Lancashire, 20-plus for Greater Manchester, 12 around Liverpool and Merseyside, another 10 in Cheshire and six for Cumbria.
The ‘bricks, clicks and flicks’ business model of NW Mutual will deliver hi-tech and staffed branches, complemented by mobile and online banking, providing retail and small and medium-sized enterprise (SME) customers with a full range of financial products and services.
The location of the headquarters of the mutual bank, headed by senior financial services executive Dave Burke, is yet to be confirmed but will be in the north west and is due to open in the second quarter of 2025.
Dave said: “Iwan’s wealth of experience in banks and building societies will be invaluable to progressing our plan to provide a mutual bank owned by and dedicated to delivering services for the people and small and medium-sized businesses of the north west of England.”
Dave joined NW Mutual Ltd, a co-operative society launched in response to more than 50 per cent of traditional bank branches in the region having closed and the lack of banks based in and serving the people, business and organisations in the region.
While Lloyds Banking Group recently announced the closure of another 136 branches by March 2026, consumer group Which? said banks and building societies had closed a total of 6,266 branches since January 2015, equating to about 53 closures every month.
NW Mutual’s target market is about 7.4 million people and 494,395 small and medium-sized businesses (SMEs) in the region employing more than 1.65 million people and generating turnover in excess of £239 billion in 2024. * Source – Table 12 in Government publication Business Population Estimates for the UK and Regions 2024.
David Milner, chair of NW Mutual Ltd, is an executive and non-executive director of regulated financial services companies, including being chairman of Dudley Building Society and Nottingham Imperial Building Society.
Non-executive director James Moore has more than 25 years of boardroom experience with private and public businesses in sectors including financial services in the UK, China, Europe and Africa while also founding the Community Savings Bank Association.
Having already registered NW Mutual Ltd with the Financial Conduct Authority (FCA), regulator of financial services firms and markets in the UK, David is preparing a banking licence application to submit to the Bank of England in late 2025.
If the licence is granted the first branch is planned to open in the third quarter of 2026, with a full roll-out proposed for the first quarter of 2027.
About £1m has been invested to build the systems and financial model of NW Mutual, prepare the banking licence application and analysis of its market.
Potential and yet to be confirmed locations for branches of NW Mutual:
The online media landscape is becoming increasingly challenging to navigate – both for readers and for PR professionals trying to get their stories published.
At Limitless PR, our specialists focus on what makes a story stand out to journalists. With news platforms under pressure, they’re more selective than ever about the content they run. To cut through the noise, a story must grab attention, add value, and be truly irresistible to the media. That means crafting narratives that are timely, relevant, and backed by compelling insights.
Four communications specialists from Limitless Public Relations explore what makes a story a PR hit – what grabs attention, adds value, and makes it irresistible to the media.
Greg Wilson, director, said:
“Know your audience. Read the publications where you want to get the story published and make sure the story fits with their news agenda and format. Write the story as close as possible to the exact house style of your target media to make it as easy as possible for the journalist to pick it up. It should be possible for them to simply cut and paste the article if they want to.
“Also, remember the power of photography. A great picture that brightens up the page will make the story much more attractive. Your photo should tell the story itself, as much as possible.”
Associate director Mark Sutcliffe emphasises the importance of asking the right questions when evaluating a story’s potential:
“A strong PR story answers key questions: What’s happening? Why is it important? Why now, especially for news-focused publications? What impact does it have on the wider community or sector, and what are the potential consequences?
“Alongside this, providing a pre-digested, social media-friendly shareable – whether an image, video, or concise one-line summary – can make a story more appealing and easier for journalists to run with. In the past, this would have been called a standfirst, but today, it’s about creating content that is instantly engaging across multiple platforms.”
Justin Strong, associate director at Limitless, said:
“Keep it short and simple: tell the ‘story’ in the subject bar on your email, the headline of your press release, and the first three paragraphs. Everything after that, including quotes, supports and embellishes your key messages.
“Never, ever start a quote with “We’re delighted…” It’s a statement of the bleedin’ obvious! And some publications won’t publish quotes that begin with this opening.”
Claire Stephenson, associate director at Limitless Public Relations, said:
“When crafting a press release, ask yourself: is it adding value or just adding to the noise? The world doesn’t need more content for the sake of it; it needs content that matters. Just because something is interesting to you doesn’t mean it will be newsworthy to a journalist!
“To increase your chances of coverage, take the time to read the publication you’re pitching to and understand the topics the journalist actually covers. A well-targeted, relevant story stands a far better chance of making an impact than a generic pitch hurled into the void.”
Only the most compelling stories make an impact in a world overflowing with content. To cut through the noise, your narrative must not only grab attention but also add real value, making it impossible for the media to ignore. That’s where we come in. With a deep understanding of what drives engagement, we craft timely, relevant, and insight-led stories that get noticed.
If you’re looking for extra power in your campaigns, contact us here for a chat. We’d love to help you take your communications to the next level.
The 2025 Edelman Trust Barometer report reveals a troubling decline in public trust in businesses, fuelled by growing economic frustrations.
The Edelman Trust Barometer is an annual global survey that measures public trust in government, business, media, and NGOs. It provides data-driven insights on trust trends, highlighting issues like transparency, ethics, and misinformation, to help organisations build credibility and address stakeholder expectations.
2025 Edelman Trust Barometer, page 17
According to this year’s report, which surveyed 33,000 people across 28 countries, six in ten respondents feel economically disadvantaged, and worryingly, some people believe hostile actions – even violence – may be necessary to create change.
The findings point to a deep sense of alienation, with many believing that both businesses and governments prioritise the wealthy over ordinary people. Younger generations are especially disillusioned, with over half of those aged 18 to 34 supporting the idea of taking drastic measures to force societal shifts.
For businesses, this is a wake-up call. The report highlights the need for companies to step up and actively rebuild trust. This means addressing economic inequalities by ensuring fair pay, investing in workforce training, and engaging with local communities. It also calls on businesses to be leaders in providing reliable information, promoting respectful dialogue, and challenging misinformation to help create a more connected and informed society.
RichardEdelman, the CEO of Edelman – a leading global public relations and marketing firm – said:
“The Edelman Trust Barometer 2025 finds a dissent into grievance. It’s been a progression from fears to polarisation. and now into grievance. [People feel that] there is a lack of quality information, a deep sense that the political system is broken, and lastly, a belief that, in fact, their family will not be better off in five years. 60% of respondents say that they’re aggrieved. They don’t believe the system is working. They feel pressed in terms of their bills. They actually find it difficult to navigate this world of misinformation, and they have no hope for the future.
“The question is, how to fix this? Trust has to be restored in order to do that. What does business do in this context? The default in the last couple of years has been, because business is so competent and ethical, let’s go to business. It’s a mistake to have business as the sole player here. Business is supposed to focus on things they can do really well – skilling jobs with good pay, making sure that we have affordable products, but also sustainability.
“But the other institutions have to step up. The government has to deliver on the matters to improve lives. NGOs are the healing force for the social fabric. And the media has to come back to the centre and give us facts we can rely on. If we can get to a place where there is optimism, it can overwhelm grievance, and then we can have a clear path to a belief in the future.”
From a PR perspective, the takeaway is clear: deeds, not words. Businesses must go beyond words and show real, measurable actions. Transparent communication, genuine community engagement, and a focus on societal impact will be crucial for restoring trust and addressing the growing divide.
Whether you’re running a large organisation, or a small business of just one person, clear, authentic communication is more crucial than ever. Building trust is the foundation of every relationship, and without it, even the best strategies can fall flat.
61% of consumers have recommended a company they trust to friends or family.
Consumers also spend more at companies they trust — 46% purchased more, and 28% paid a premium.
Four in 10 customers no longer purchase from a company due to lack of trust.
With public trust in institutions declining, improving and maintaining trust in business is at a premium.
Here are three essential ways to elevate your communication and build lasting trust with your audiences:
1. Be transparent
Honesty always wins. When you’re upfront with your audiences, they feel more connected and secure in their relationship with you. Keeping communication open, even when the message is tough, shows your authenticity. It’s about telling the real story, no spin! Transparency invites trust by showing you’re willing to share the full picture, like the old Ronseal strapline: does exactly what it says on the tin.
2. Practice active listening
Great communication isn’t just about talking; it’s about listening. Responding thoughtfully to concerns or feedback demonstrates that you genuinely care about your audience’s needs. Listening and acknowledging others’ perspectives not only improves your relationship with them, but also builds long-term loyalty.
3. Stay consistent
Consistency is critical to building reliability. When your messaging is clear, cohesive, and steady across all channels, people know they can count on you. This reliability forms the backbone of trust, as your audience starts to see you as dependable, no matter the circumstances.
Building trust takes time and effort, but the payoff is definitely worth it. Need more advice on how to improve your strategic communications? We’re here to help! Drop us a message via the contact form or call 0845 625 0820.
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The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
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