News Influencers: How To Navigate the Changing Landscape of Trust in Media

I had the honor of joining Leah Linder from TikTok at the Public Relations Society of America (PRSA) Western District Conference to discuss how the platform is evolving and amplifying new voices.

Our conversation reinforced a reality many of us already recognize – there’s been a fundamental shift in how people consume and trust information.  

Today, audiences turn to a fragmented network of news sources - and recent data confirms this trend. 

The Rise of News Influencers: The Latest Research

According to Pew Research, 21% of Americans now get their news from “news influencers”—individuals with large followings who regularly post about news and politics.  

Among younger audiences (18-29), that number jumps to 37%. As these younger audiences age, their news habits will continue to shape the future of media consumption, pulling attention away from traditional media. 

But here’s what stood out: 42% of people who get their news from influencers couldn’t name a single one. This suggests that many consume news passively, relying on social media algorithms like those on TikTok and YouTube to serve up information without actively seeking out trusted sources.  

Even among the 50% who could name a news influencer, there’s little consensus. Trust is no longer centralized in major outlets; it’s spread across countless voices and platforms. This shift presents both challenges and opportunities for brands and corporate storytellers. 

How To Build Trust In a Fragmented Media Landscape

With news influencers playing a bigger role in shaping public perception, organizations must rethink how they engage with these voices and combat misinformation.   

Here’s how to stay ahead: 

• Verify before you share - Just because something “feels” right doesn’t mean it is. Every piece of content needs to be fact-checked before engagement. 

• Use first-party data - The best way to fight misinformation is with facts. Rely on proprietary data, official reports and expert insights to build trust. 

• Work with credible influentials - Not all news influencers are trustworthy. Align with voices that share your values—not just those with the largest followings. 

• Leverage owned channels - Misinformation thrives on confusion. Use your owned channels to educate audiences, debunk false narratives and reinforce credibility.  

Trust isn’t automatic—it’s earned.  And as the media landscape evolves, organizations must be intentional in how they engage, who they collaborate with and how they reinforce their credibility.

PR + IR: A Unified Approach To Corporate Storytelling

To be truly effective in today’s media environment, PR and IR pros must break down silos and work together. The way we tell corporate stories must reflect the growing intersection between brand reputation, financial performance and public trust. 

Here’s how PR and IR teams can collaborate for greater impact. 

• Prioritize transparent storytelling - Be open about challenges and wins alike. Authenticity builds trust. 

• Engage on emerging platforms - Meet audiences where they are. This includes Substack, Reddit, Stocktwits and other niche platforms. 
  
  
• Leverage verified news distribution - Enhance credibility and mitigate misinformation risks by leveraging platforms like CLEAR Verified on GlobeNewswire.
  
  
• Strengthen crisis communications plans - Prepare now for misinformation threats with rapid response strategies based on verified facts. Involve both PR and IR teams in this planning. 
  
  

• Tap into employee advocacy - People trust people more than corporations. Empower employees to be authentic voices for your brand across the organization. 

• Monitor and adapt - Stay ahead of media trends and adjust communication strategies accordingly. 

For PR and IR pros, today’s shifting news landscape presents both a challenge and an opportunity. By embracing more personalized, transparent and responsible communication, we can build stronger, more authentic relationships with the audiences that matter most. 

And in an era of fragmented trust, that’s the ultimate advantage.

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