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by The Notified Team on Sep 16, 2024 1:00:00 AM
According to our recent survey of 150+ public relations leaders, the key ingredients to fostering trust with stakeholders are authenticity and transparency - especially during crises.
In an era where fragmented digital channels play a significant role in shaping perception, the importance of authenticity and transparency in PR strategies cannot be overstated.
The Power of Authenticity and Transparency
When it comes to increasing consumer trust, these two aspects stand out as the most significant factors.
Our survey with PRWeek revealed that 57% of communicators believe these elements are crucial, especially during challenging times. This is a clear lead over other factors such as customer service (36%), third-party endorsements (32%), employee advocacy (10%) and commitment to causes and issues (10%).
Interestingly, authenticity and transparency slightly edged out "past experience with a brand," which came in at 55%. This connection highlights that a brand’s previous actions, plus transparency, significantly contribute to consumer trust.
Real-World Example: Southwest Airlines
In the survey report, Linda Rutherford, Chief Administration Officer at Southwest Airlines who oversees communications, provided an example of this principle in action.
In December 2022, Southwest faced a severe crisis when it had to cancel over half of its flights due to severe weather conditions and outdated internal processes.
During this challenging time, Southwest communicated openly with customers through all channels. They shared the full story - both the difficulties and their responses. By apologizing and explaining their actions to fix the situation, Southwest demonstrated the authenticity and transparency they had built up over time.
Rutherford recalled, “We used all our channels to tell our story and explain what happened - the good, the bad, the ugly. The authenticity and transparency we had built up in those channels and showed again during the crisis is why people come back to our owned channels for information.”
The Role of Verification in Helping Build Trust
Given the increase in AI-generated content, building and maintaining trust can also benefit from an extra layer of security when it comes to official communications.
To defend against misinformation, CLEAR Verified is now offered on GlobeNewswire. This new feature will set the standard for news security by confirming press releases are issued by a verified individual.
Utilizing CLEAR® identity verification technology, CLEAR Verified is available in addition to current robust security processes. Current CLEAR users verify in one step, while new users enroll seamlessly with an I.D. and a quick selfie. After authentication, a “CLEAR Verified” digital badge is added to press releases on GlobeNewswire.com, giving audiences confidence that company news was published by a verified individual.
You can learn more about this new enhancement that’s currently available for U.S GlobeNewswire customers.
Download the Report To Discover More Insights
As PR pros navigate this changing landscape, our new report sheds light on the evolution of influence and how communicators can stay ahead.
Download the report to explore:
- Decentralization's impact: The rise of digital communities and platforms has made it harder for brands to control the narrative.
- AI's role in improving storytelling: Learn why nearly half of communicators are increasingly optimistic about AI's potential.
- The future PR skill set: Among others, AI fluency is expected to become a top skill in five years - with 77% of respondents identifying it as crucial.
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