Validation Strategies in an Era of Media Skepticism

In the ever-evolving landscape of public relations, understanding the public's perception of media is crucial for crafting effective communication strategies. As we learned on our first day on the job, third-party validation is a core PR concept. We leaned on the media for that for a long time….and this recent Gallup poll on Americans' trust in media provides critical insights that PR practitioners must consider when engaging both external and internal stakeholders. Let's delve into the findings and explore their implications for our industry.

The Current State of Media Trust

According to Gallup's latest survey conducted in September 2024, Americans' trust in mass media remains at a historic low. Only 31% of respondents express a "great deal" or "fair amount" of confidence in the media to report news "fully, accurately and fairly." This figure is virtually unchanged from the previous year's 32%, indicating a persistent crisis of confidence in mainstream media outlets.

More alarmingly, for the third consecutive year, the percentage of adults with no trust at all in the media (36%) exceeds those with a positive view.

(Note the high point below—Woodward and Bernstein era—and see what happens after that. Do you think they could break the Watergate story today?)

Age and Trust: A Generational Challenge

The poll also reveals a significant age gap in media trust. There's a 17-percentage-point difference between Americans aged 65 and older (43% trust) and those under 50 (26% trust). This generational divide is even more pronounced among Democrats, with 74% of those 65 and older trusting the media compared to just 31% of those aged 18-29.

For PR professionals, this data underscores the need for diverse communication strategies when engaging both external and internal stakeholders. Younger audiences may require alternative channels and messaging approaches to build credibility and trust.

Trust in Institutions: A Comparative Perspective

While the media's trust deficit is concerning, it's important to view it in the context of other institutions. The Gallup poll provides a comparative analysis of trust in various civic and political institutions:

1. Local government (67% trust)

2. State government (55% trust)

3. The American people as a whole (54% trust)

4. Judicial branch (40-48% trust)

5. Executive branch (40-48% trust)

6. Federal government's handling of international problems (40-48% trust)

7. Federal government's handling of domestic problems (37% trust)

8. Legislative branch (34% trust)

9. Mass media (31% trust)

So, lower than Congress.

Strategies for Managing Reputations

Given these findings, how can PR professionals adapt their strategies to effectively reach both external and internal stakeholders? Here are some key considerations:

1. Diversify Your Media Approach

With trust in traditional media at an all-time low, it's crucial to diversify your communication channels. This is number one. In fact, most of you are already on this path. Consider:

- Leveraging more trusted local media outlets

- Engaging with industry-specific publications that may hold more credibility with your target audience

- Utilizing owned media channels to communicate directly with stakeholders

- Exploring partnerships with trusted institutions to amplify your message and create validation

2. Find new validators

Leverage Internal Stakeholders as Brand Ambassadors

In some ways, this has always been true. It’s not good marketing the virtue of your university (for example) when the faculty says the opposite at a backyard BBQ.

Develop strong internal communication strategies to ensure employees are well-informed and aligned with your organization's messages. Encourage them to share positive experiences and insights through their personal networks. And listen and respond to their concerns.

Embrace Influencers

In the current landscape of widespread media skepticism, influencers have emerged as a powerful alternative for validation. Unlike traditional media outlets, influencers often enjoy close, even personal relationships with their followers.

For PR practitioners, this shift presents both opportunities and challenges. Influencers can offer a more direct and authentic way to connect with target audiences, particularly younger demographics who are most distrustful of mainstream media. Their perceived authenticity and niche expertise can lend credibility to messages that might otherwise be met with skepticism if coming from traditional channels.

However, leveraging influencers requires a nuanced approach. PR professionals must carefully vet potential partners to ensure alignment with organizational values and message integrity. The right influencer partnership can bypass media mistrust, reaching stakeholders through trusted voices. But a misstep can backfire, potentially damaging both the influencer's and the organization's reputation.

One more thing you might not have thought of: internal influencers – employees with strong social media presences or industry recognition can become valuable assets in creating validation. By empowering these internal voices, organizations can create authentic narratives that resonate with external and internal stakeholders—this is a key component of Resilient5.

Leveraging Community Partnerships for Validation

Community partnerships offer PR practitioners a powerful tool, providing an opportunity to demonstrate shared values, gain third-party validation, and engage in meaningful cause-related communications.

By aligning with respected organizations, businesses can showcase their commitment to community well-being, allowing for authentic demonstrations of shared values that resonates with stakeholders who may be distrustful of corporate messaging.

Moreover, community partnerships offer valuable third-party validation. When trusted local entities vouch for an organization's efforts, it lends credibility that self-promotion cannot achieve. This validation is particularly potent in reaching external stakeholders who (research says) may be skeptical of media reports.

Cause-related communications through these partnerships also provide a platform for meaningful engagement. By collaborating on initiatives that address local concerns, organizations can create relevance. This approach also fosters pride and engagement among internal stakeholders.

For PR professionals, the key lies in identifying partnerships that genuinely align with organizational values and stakeholder interests. Greenwashing, pinkwashing, racewashing, rainbowwashing….all of these are sugar highs…short gains leading to long-term disease.

Conclusion: Mutually Beneficial Relationships

The persistent low trust in media presents significant challenges for PR practitioners. Remember, the goal isn't just to disseminate information, but to build “mutually beneficial relationships” with external and internal stakeholders.