Being a PR Pro in the Age of Mistrust

That Solo Life, Episode 273: Being a PR Pro in the Age of Mistrust

In this Episode

 

In this episode of That Solo Life, co-hosts  Karen Swim, APR and Michelle Kane discuss the pressing issues of declining trust in institutions and how it impacts the practice and perception of the public relations industry. 

 

The co-hosts discuss how the lack of trust has allowed for the proliferation of false narratives, making the PR professional's job more difficult and vital than ever. They emphasize the importance of PR professionals in protecting brand reputation, serving as strategic counselors, and being the crafters of the story that companies present to their audiences. The speakers call for the PR industry to do a better job of elevating the value and expertise of PR professionals, who possess crucial institutional knowledge and the ability to navigate the complex trust landscape.

 

Karen and Michelle kick off the episode with a look at the alarming decline in trust across various institutions, as highlighted by the Edelman Trust Barometer. Karen points out that this erosion of trust has led to a fragmented reality where individuals cling to beliefs that align with their perceptions, often disregarding factual information. This phenomenon is exacerbated by the rise of misinformation, which has become rampant in our digital age. The discussion explores how the internet, while a powerful tool for communication, has also created a level playing field for the spread of both truth and falsehoods.

 

PR professionals recognize the critical importance of their role in combating misinformation and maintaining brand trust. The work of PR pros goes beyond simply securing media placements; they are the storytellers who shape how organizations present themselves to the world. However, the hosts acknowledge the challenges faced in educating clients and the public about the true value of public relations.

 

Throughout the episode, Karen and Michielle  highlight the necessity of having skilled communicators who can navigate crises and manage brand reputation. We stress that the decisions made today will have long-lasting effects, and without a strong PR strategy, organizations risk losing the trust of their audiences, including their own employees.

 

Karen and Michelle  reflect on the unique expertise that comes from years of experience in the field. They advocate for the need to elevate the perception of the PR profession and ensure that our voices are heard. Listeners are encouraged  to share their thoughts and questions, and reminded of the vital role they play in shaping narratives and fostering trust in an increasingly complex world.

Episode Timeline

00:00:00 - Introduction to That Solo Life
Welcome and introduction of hosts Michelle Kane and Karen Swim.

00:01:00 - The Decline of Trust in Institutions
Discussion on the decreasing trust in organizations and institutions over the past decade.

00:02:30 - Misinformation and Its Impact
Exploration of how misinformation spreads and its relationship with the lack of trust.

00:04:00 - The Role of Critical Thinking
The importance of critical thinking in discerning truth in the age of misinformation.

00:05:30 - The Challenge of Ideologies
How deeply held beliefs complicate the public relations landscape.

00:06:30 - The Importance of PR in Crisis Management
The vital role of public relations in protecting brand reputation and managing crises.

00:08:00 - Understanding the Role of PR Professionals
Discussion on the misconceptions about public relations and the need for better understanding of the profession.

00:09:30 - The Value of Storytelling in PR
The significance of storytelling in communicating a brand's identity and values.

00:10:30 - Elevating the PR Profession
The need for the public relations industry to advocate for itself and improve public perception.

00:11:30 - The Long-Term Impact of Trust Erosion
The potential long-term consequences of declining trust on organizations and society.

00:12:30 - Building and Maintaining Trust
The importance of consistent actions and accountability in maintaining brand trust.

00:14:00 - The Value of Institutional Knowledge
The significance of experience and institutional knowledge in the effectiveness of PR professionals.

00:16:00 - Conclusion and Call to Action
Wrap-up of the discussion and encouragement to share the podcast and engage with the hosts.

Resources:

• Edelman Trust Barometer
• How PR Pros Can Fight Fake News in 2024
• Everything Starts with Trust
• Disconnect, Division and the Urgent Need for Diligence in Communications

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