In today’s digital world, trust is the new currency. People are constantly exposed to advertising, sponsorships, and promotional content.
But when it comes to deciding who to trust, whether it’s a purchase, a collaboration, or an investment, perceived authority plays a decisive role.
This is where public relations comes into play: a strategic tool for building credibility and trust over time, in an organic way.
Why PR is different from advertising
Advertising pays to get attention.
PR, on the other hand, gains attention through independent and free editorial content published by authoritative third parties such as newspapers, radio, TV, or trade publications.
When a journalist decides to write about a brand, they don’t do it because they’ve been paid: they do it because the story is newsworthy. This creates an external validation effect that enhances the brand’s reputation and increases trust in the message conveyed.
This is why traditional PR (i.e., organic PR that does not involve the purchase of advertorials or paid space) is the key to improving your credibility and taking it from 0 to 100.
The data speaks for itself
Several recent studies confirm that the credibility of information changes radically depending on the source:
- According to the Nielsen Trust in Advertising Report (2021), 66% of global consumers consider news about brands and companies published by authoritative editorial media to be reliable.
- Editorial content is the third most credible source for consumers after recommendations from people they know (88%) and official company websites (70%).
- A study conducted by Cision in its 2023 State of the Media Report highlights that 92% of journalists believe that the credibility of the publication they work for is crucial to reader trust.
- According to the Edelman Trust Barometer 2024, information from mainstream media is considered reliable by 59% of Italians, compared to 34% who trust information disseminated by social media.
The “third party” effect: the power of authority
The idea of “earned media” (i.e., content that is earned, not paid for) is the basis of effective PR. When a brand is featured in an external publication, the message is perceived as more objective and impartial. It is the principle of social proof on a media scale: if they are talking about it, then there must be something true to it.
This translates into:
- Greater propensity to listen and explore in depth
- Strengthening brand authority
- Improved perception of quality and reliability
- Leverage effect on sales, partnerships, and reputation
In summary
PR is not just an item in the communications budget: it is a strategic investment in trust. And in an age when people are looking for authenticity and transparency, being talked about by an authoritative third party is worth more than a thousand advertisements.