How PR Builds Trust and Credibility (and How YOU Can Harness It!)
Author: Maya Brook, Public Relations Strategist, ShuBu Creative
In today’s world, we are inundated with hundreds of ads every day from social media, to traditional forms of media on the TV, radio, and, the nearly extinct- magazines and newspapers.
Because anyone can buy an ad, consumers have grown skeptical (rightly so!) of self-promotional marketing. This is where PR becomes your new BFF.
Unlike advertising, which tells people how great a brand is because the company is simply paying to say so, PR pros like me, get trusted third parties to essentially say it for them by securing earned media.
This shifts the narrative from a paid promotional ad, to real and authentic validation.
PR builds this trust and credibility by:
Third-Party Validation: When a reputable news outlet features a business, it carries an implied endorsement. Audiences view a journalist’s coverage as more reliable than a paid ad.
Thought Leadership: By helping business owners secure speaking engagements and write insightful articles, PR positions corporate leaders as authoritative and authentic voices.
Crisis Management: Credibility isn't just about celebrating promotions, product launches, events and new hires, it’s about how a company handles the bad times and setbacks. A strategic PR approach ensures that when things go wrong- and they will!- the business communicates quickly and with honesty, strengthening public trust rather than losing it.
Although marketing and advertising are great tools for driving visibility, PR builds the credibility needed for a company's long-term success.
Also, for small businesses operating on even smaller budgets, PR is often a more cost-effective strategy for building awareness, visibility and credibility. So, how can you get started and harness the power of PR?!
1. Identify and Pitch Your "Unique Story"
Journalists don’t write about products; they write about people and trends.
Find the hook: Frame your business story around a trend, solution, or local community impact.
Keep it concise: When emailing reporters, keep your pitch short and sweet- under 200 words.
2. Become a Source for Journalists
Reporters are often looking for quotes, data, and insights from business owners.
Use free platforms: Sign up for free (yes, free!) services such as HARO and Qwoted.
Act fast: Journalists operate on tight deadlines so always keep that in mind and respond quickly.
3. Leverage Local Awards and Nominations
This is one of my favorites! Winning or even being nominated for a local business award provides instant credibility especially in your community. To find opportunities:
Scan local business journals: Look up your local Business Journal or Chamber of Commerce to find their annual awards calendars ("40 Under 40,", "Influential Business Women", etc).
Wanting National? There are also lots of national and industry-specific award opportunities, just ask AI.
4. Announce Your Wins Loud and Proud
Securing a media placement or an award means…. More PR opportunities! To maximize your win, feed your marketing and social media for months.
Add an "As Seen In" or “In the News” section to your website: Place the logos of news outlets that have featured you prominently on your website homepage.
Share across channels: Blast the coverage out on social (LinkedIn, Insta, etc,) and in your e-newsletter.
Here’s to PR building trust and credibility for your company in 2026 and beyond! Questions?! Reach out to me anytime: maya@shubucreative.com.
