Trust is tweaked for optics
Trust barometers and other rankings are revealing that trust in media is low in most countries, with only a few notable exceptions — where the local media is well-controlled by the state, raising questions about what “trust” really means in such contexts.
Here, even high trust scores here may reflect a lack of media pluralism, or lack of exposure to alternative viewpoints, rather than genuine confidence in independent journalism.
In contrast, western nations — where the press is more independent but ruthlessly competitive — report much lower trust due to establishing good optics at all costs being taken for granted. The US ranks near the bottom, with just 42% expressing trust in the media, a figure that has steadily declined since the 1970s. In the UK, trust is even lower at 36%, and in Japan, it is 33%.
Traditional broadcast media (TV and radio) still outpaces social media in trust, but even here, confidence has declined by 4% in the past year, with 63% of global respondents indicating it has been increasingly difficult to distinguish reputable news from deceptive content.
The consequences of misinformation-whether from communication and brand consultancy firms, media outlets, or disinformation campaigns-are profound. Exposure to fake news and misleading headlines is directly linked to lower trust in media and increased polarization. When the public cannot distinguish fact from spin, democracy itself is weakened.
As the Cybersecurity and Infrastructure Security Agency (CISA) warns, disinformation actors exploit information gaps, manipulate narratives, and even recruit unsuspecting influencers to spread misleading content. Communication and brand consultancy firms, whether wittingly or not, can become unwitting amplifiers of these tactics when they sacrifice accuracy for attention.
What corporations need to introspect
Given these risks, corporations that engage communication vendors and PR firms must take proactive steps to safeguard their reputation and ensure ethical, accurate messaging.
- Set clear, ethical KPIs for vendors
Corporations should define KPIs that prioritize transparency, accuracy, and authentic engagement, not just reach or volume. For example, instead of measuring success by the number of media mentions, include metrics for fact-checking, source attribution, and correction of errors. Regularly review these KPIs and require vendors to report on them. - Require rigorous verification and review processes
Insist that all external communication partners adopt robust fact-checking and verification protocols that are free of conflicts-of-interest. This means sourcing information from credible outlets, cross-referencing facts, and ensuring all claims are reviewed by neutral subject matter experts before publication. - Monitor and audit vendor output
Regularly monitor news, social media, and vendor-produced content for accuracy and tone. Use media monitoring and social listening tools to catch misinformation early and intervene when necessary. - Crisis communication plans and rapid response
Develop and rehearse crisis communication plans that include procedures for correcting misinformation quickly and transparently. Ensure all stakeholders know their roles and that legal, security, and leadership teams are involved. - Ongoing training for internal teams
Corporations should invest in regular, scenario-based training for their own marketing, communications, and PR teams. Training should cover not only the basics of media literacy and fact-checking but also how to identify and respond to AI-generated misinformation, bias, and evolving digital threats. - Foster a culture of transparency and accountability
Encourage a culture where accuracy, transparency, and correction of mistakes are valued over short-term wins. Empower employees to flag potential misinformation and ensure there are clear, safe channels for doing so. - Educate employees and partners on media literacy
Train employees to spot, report, and avoid sharing misinformation. Promote critical thinking and skepticism, especially for those in roles involving public communication.
Hitting rock bottom first is unwise
As history has shown, public trust is fragile, and once lost, it is difficult to regain (the proverbial “rock bottom”)
In a world awash with misinformation, corporations must demand higher standards from their communication teams and partners, and invest in the training and vigilance of their own teams.
By prioritizing accuracy, transparency, and accountability-through both vendor management and internal practice-organizations can become part of the solution, not the problem.
The future of credible communication (and how generative AI will benefit from correct information) depends on it.
