In the B2B PR landscape, trust is an integral building block for loyalty, success, and long-term growth.

Building trust is not just part of a strategy, it’s necessary for modern organisations to connect with audiences and thrive. Today’s consumers demand transparency and want to engage in partnerships based on shared values and visions.

As audiences become increasingly sceptical of the world around them — organisations, institutions, media platforms — authentic communications have become critical in building lasting trust.

This is as much about crafting the right story as it is about aligning words with actions. In a media and content landscape that is becoming saturated by AI generated content, authentic content can be hard to come by — and trust is becoming an even more valuable currency for brands.

Consumers are inundated with one-way promotional content that fails to cut through and connect with them on a meaningful level. And crucially, the medium to connect with consumers has shifted.

Consumers are spending more and more time on platforms like podcasts, documentaries, and long-form articles that delve deep into their subject of interest. Highly-polished messaging no longer holds up in a media environment where consumers demand transparency and authenticity.

In the past, many brands were fearful of transparency because they felt it made them vulnerable to criticism.

However, in the modern media landscape, engaging in narrative-driven formats enables brands to display the authenticity that consumers crave. Consumers don’t expect brands to be perfect but rather reflect and demonstrate the purpose and values that resonate with them.

Not only does an authentic approach appeal to consumers, but it also builds enough capital to ensure their loyalty during times of crisis.

So what does work now, and how can brands gain cut-through and build trusted relationships with their audiences? Here's five tips:

1. Building the right story. Messaging plays a critical role in outlining an organisation’s position and approach. Consumers want to be shown and not told. Brand narratives and stories resonate when they are specific and relatable. Whether it's sharing customer success stories, employee perspectives, or a viewpoint on the industry, offering real-life examples carries more weight than generic statements or marketing jargon. Brands like Salesforce and IBM have recognized this shift and embraced it. Salesforce’s “Trailblazers” series spotlights real customer stories, demonstrating how their tools drive genuine transformation in businesses.
2. Evidence, evidence, evidence. Data-backed claims or official certifications are an invaluable way to demonstrate that the organisations mean what it says, narrowing the say and do gap. These examples include volunteering or training initiatives, ESG certifications, or workplace culture, but can also encompass any area that reflects the organisation’s efforts and beliefs.
3. Consistency is key. Reliable, consistent messaging, delivered over time builds authenticity and creates a clear, recognisable voice for your organisation. Across internal memos, press releases, social media, and media interviews, it is important that messages are consistent. Mixed messages confuse audiences, create a negative impression, and undermine authenticity. That does not mean messaging is replicated word-for-word on every channel. Understanding different audiences means that the level of technicality can change while also being mindful that the core message and tone are congruent with one another.
4. Building diverse voices. Widening your pool of brand ambassadors enhances a brands authenticity. In addition to corporate messaging, ask employees, customers, and partners to share their stories in their own voice. User-generated content and customer testimonials can appeal to specific audiences more effectively. Collaborating on content such as reports, or roundtable talks builds trust with fellow industry professionals.
5. Be real. Authentic communication is not about being flawless; it’s about being real. That requires organisations to acknowledge challenges openly and combine uncomfortable truths with a plan for improvement. At every step, audiences need to remain at the centre of all communications. Employees, customers, and investors alike want to know both how the company is doing and, crucially, why it matters to them. By embracing transparency and an audience-centric focus, organisations can build a truly authentic brand.