PRSA ICON 2024: Embracing the Evolution of Influence and Trust

The preeminent public relations conference was abuzz with the topic of "Embracing the Evolution of Influence and Trust," a special discussion led by Adam Christensen, Chief Marketing Officer at Notified. 

Our session featured insights from journalist BJ Dahl, Victoria Lim, Sr. Manager of Executive & Employee Communications at Experian, and Zach Kadletz, Managing Director of PR at Gateway Group.  

The group dove into the important challenges and opportunities facing communicators and the media alike, based on data from our recent survey, offering useful tips on how to adjust to a more complex environment. 

Keep reading to learn some of the main takeaways!

1. The Increase in Newsroom Staff Devoted To Fact-Checking

The panelists began by discussing how building influence has truly changed over the past few years.  

Dahl pointed out how hard it is for consumers to find reliable information, especially with so much misinformation present.  

To address this issue, he highlighted the proactive measures CBS News has taken, including creating a dedicated team to thoroughly check news stories before they are shared. 

“Knowing that someone is doing that really goes a long way,” he noted, highlighting that these important efforts help build trust with audiences. 

2. The Power of Internal Communications

Lim brought attention to the power of employees within organizations. “We can't forget about our colleagues; they're the best ambassadors for our mission and values,” she stated.  

By empowering employees at all levels, from the CEO to entry-level staff, companies can create a consistent story that connects with everyone inside and outside the organization. She explained that when everyone understands and supports the company’s goals and values, it makes the overall message stronger. 

“We’re all consumers and we all share that story,” she emphasized, showing how crucial internal communications is for building trust. 

3. The Role of Technology in Building Trust

The discussion naturally flowed to how technology can help ensure the integrity of communications in today’s world.  

Christensen shared how our partnership with CLEAR creates a technology solution designed to authenticate press release senders. This initiative aims to increase trust in the information shared by organizations. 

“Having a ‘verified’ badge on your press release ensures that when an individual sees it, they know it came from you,” he explained. This effort is part of a larger industry trend, which is crucial for fighting misinformation. 

4. Embracing Two-Way Conversations

Kadletz stressed the need for engaging in two-way conversations with audiences. “It’s not just us talking to people anymore; it’s a true conversation,” he said. 

He encouraged PR professionals to use social media and forums to interact with consumers more effectively, strengthening their connection and influence. By acknowledging the shift from traditional broadcasting to dialogue, organizations can build stronger relationships with their stakeholders. 

He added: “We need to think differently about how we communicate,” encouraging everyone to adjust their strategies to this new approach. 

Navigating the Future of Influence and Trust

As the panel wrapped up, Christensen encouraged the audience of PR pros and students to rethink their strategies by considering the changing dynamics of influence and trust. 

The discussion underscored the need for communicators to be proactive, using technology and internal resources to tackle challenges effectively.  

“If you're taking those steps, I’ll trust you more,” Dahl emphasized from the media perspective, pointing out that proactive measures are crucial. 

The session left our attendees with practical insights and a fresh perspective on navigating the evolving world of influence and trust across communications.