Making the case for trust, not just PR

It feels increasingly as though we are living in an age of mistrust. In a world shaped by AI, manipulated content, social media outrage, and the sapping pace of the 24-hour news cycle, truth itself can often seem elusive.

When fakery becomes easy, authenticity becomes harder to identify.

That presents a profound challenge not only for governments, and media organisations, but for businesses, colleges, universities, and brands trying to build meaningful relationships with the people they serve.

For those of us working in PR, marketing, and communications, this changing landscape demands a shift in thinking. 

I sometimes wonder whether organisations now need directors of trust, rather than directors of marketing, PR, or brand. Because trust is now the engine that drives reputation, engagement, recruitment, loyalty, and influence. Without it, even the most polished communications strategy eventually stalls.

Honesty wins over ‘selling the dream’

In education particularly, the pressure to drive student recruitment through brilliant marketing and PR has never been greater. Colleges, like mine, and universities are competing in an increasingly difficult environment.

I have never known a time where so many young people are questioning the value of higher education, graduate employment prospects remain uncertain for many, and parents are understandably cautious about the financial and emotional investment involved.

The temptation for institutions is to “sell the dream” by showcasing glossy campuses, aspirational branding, and carefully curated student experiences.

But increasingly, audiences are looking for something different. They want honesty. They want to understand the real culture of an institution, the genuine student experience, the support available, the career outcomes, and even the challenges.

This means more student social media ambassadors, such as those at Harrow, Richmond, and Uxbridge College. Deployed and supported to share version of college life.

Authenticity and trust

Authenticity has become far more persuasive than perfection.

And in an era of ‘no-clicks’ where people are consuming headlines rather than stories, AI results rather than websites: how can PR and comms experts build trust or engagement in such a fragmented and detached environment?

Well, that is why PR, and communications can no longer operate purely as outward-facing promotional functions. They must be deeply connected to the lived reality of the organisation itself. Key messages and relationship-building efforts can quickly be undermined from the inside out if staff, students, or customers experience something entirely different to what is promised “on the tin”.

This is where trust and proof become crucial.

Proof matters because it reassures people that organisations genuinely deliver on their promises. Customer testimonials, student stories, independent reviews, case studies, performance data, and honest conversations all help establish credibility.

In many ways, the modern communications landscape has become a contemporary version of word-of-mouth. 

Audiences trust what people say about an organisation far more than what organisations say about themselves.

The strongest communications today tend to share common characteristics. They are evidence-based, transparent about their intent, delivered by credible individuals rather than faceless brands, and conversational rather than overly polished. Interestingly, some of the most influential modern communication formats are controversial podcasts and long-form discussions precisely because they feel unfiltered and human. 

The 2026 Edelman Trust Barometer highlighted just how serious this issue has become. The UK recorded a Trust Index score of only 44 out of 100, placing it among the lower-ranked developed nations for public trust. Even more strikingly, 76% of UK respondents said they were unwilling or hesitant to trust people with different values or backgrounds, revealing a much broader social trust crisis beyond PR and communications alone.

Daniel Diermeier, chancellor of Vanderbilt University, summarised the issue succinctly when he said: “We have seen significant erosion of trust.”

Good stakeholder relations

Against this backdrop, good old-fashioned stakeholder relations have never been more important.

In an era dominated by digital communication, face-to-face engagement has become surprisingly powerful. Real conversations create credibility in ways online messaging often cannot. Meeting employees, students, journalists, parents, councillors, bloggers, community leaders, and stakeholders in person allows organisations to listen properly, answer difficult questions directly, and demonstrate authenticity.

People are far more likely to trust organisations they have personally engaged with than anonymous social media posts or highly managed corporate campaigns.

Face-to-face communication also encourages transparency and accountability. Difficult conversations become harder to avoid when leaders are sitting across the table from stakeholders answering real concerns. Whether during a crisis, a community consultation, or a recruitment event, direct engagement demonstrates respect and openness. It helps reduce suspicion and rebuild confidence.

Importantly, strong stakeholder relations also help combat misinformation. In a world where rumours and half-truths spread rapidly online, trusted relationships provide a reliable source of truth. Communities tend to place greater confidence in organisations that engage consistently, visibly, and honestly over time.

For me, this is where PR remains vital, but its role is evolving. PR should not simply be about controlling headlines, protecting image, or creating polished campaigns. At its best, public relations is about building understanding, trust, and long-term relationships. It is about aligning internal culture with external reputation so that organisations genuinely live the values they communicate.

That means engaging not only with journalists, but also with bloggers, parents, students, councillors, staff, and local communities. Trust grows through honesty, visibility, and accountability – not simply through branding or advertising.

In an age of rising misinformation and scepticism, trust is now one of an organisation’s greatest assets. The organisations that succeed will be those that communicate openly, act authentically, and consistently prove that their actions match their words.

Authenticity is no longer optional; it is the foundation of reputation.

Mark Burey is director of communications, marketing and brand at Harrow, Richmond, and Uxbridge College (HRUC).

New this week

Slapps – the legal red line public relations professionals should never cross

How charities can strengthen their brand without losing their purpose

Google I/O was a massive AI flex. Comms teams need to catch up

Book choice - Uncharted Spaces: Reset the Agenda. Reimagine the Boardroom