What the 2025 Edelman Trust Barometer Means for Your Public Relations Strategy
“I trust my employer more than I trust the media” If that statement sounds familiar, it’s because it’s a recurring theme. And this year, it’s louder than ever. According to the 2025 Edelman Trust Barometer, trust in traditional institutions is continuing to shift in unexpected ways, with business and not government, media or even NGOs emerging as the most trusted institution globally.
For PR professionals, this isn’t just interesting… it’s a wake-up call.
Published annually, the Edelman Trust Barometer is one of the most anticipated reports in the communications industry. It surveys many people across different countries, capturing how trust is built, lost, and maintained across sectors. And in an age where misinformation, AI generated content, and institutional fatigue are at an all-time high; trust is not just a simple thing to have – it is the battleground for brand relevance and reputation.
This blog breaks down the biggest takeaways from the 2025 Trust Barometer and explores what they mean for your PR strategy this year.
Key Findings from the 2025 Edelman Trust Barometer
1. Business is now the most trusted institution – again
At 64% global trust, business remains more trusted than government, media and NGOs. Interestingly, employees trust their own companies more than they trust news media or even public officials, placing increased pressure on organizations to step up as sources of credible information. Your company’s voice is powerful. Use it wisely.
2. Information Quality is in Crisis
Over 70% of respondents worry about fake news being used as a weapon, and more than half struggle to distinguish between real and AI generated content. There’s a growing demand for source transparency, human judgement, and editorial integrity, not just slick content.
3. People want leadership with values, not just vision
Respondents want CEOs to speak publicly about issues like climate change, inequality, and ethical innovation. But here’s the twist: they don’t want corporate virtue signalling, they want real action and accountability. Trust is now measured by consistency between what you say and what you do.
4. Trust is Local and Personal
While institutional trust declines, trust in “my employer”, “my local community”, and “people like me” remains high. That’s a signal: the more localized and human storytelling, the more likely it is to land.
What this means for PR Professionals
So, what does this shifting trust landscape mean for your 2025 PR strategy? It means our job has never been more critical or more complex.
· Your messaging has to do more than inform. It must reassure, clarify, and connect
· Consistency is everything. A splashy campaign wont fix a credibility gap caused by poor internal culture or tone deaf leadership.
· Transparency is non-negotiable. If you’re not talking about your missteps or the “why” behind your actions, your audiences will assume the worst or simply tune you out.
And in this environment, owned media matters more than ever. You need spaces you control - websites, newsletters, blogs, podcasts - all to tell your story on your terms. But don’t neglect earned media either. This right journalist, story, or publication still adds external validation. You just need to be more selective and strategic about who and how you pitch.
Finally, rethink your spokespeople. CEOs are no longer automatically the most trusted voices. Subject matter experts, frontline employees, even customers or community leaders might carry more credibility in certain contexts.
Three Actions to Take Now
· Audit Your Messaging for Trustworthiness: Is your tone defensive or open? Do you explain your decisions, or just announce them? Align your comms with transparency and humility.
· Prioritize Credible Voices – No just Title-Holders: Trust is earned through connection. Identify spokespeople who can speak authentically, whether they are executives, employees, or impacted stakeholders.
· Invest in Long-Term Relationships, Not just campaigns: Influence is built over time. Nurture your media relationships, community ties, and stakeholders trust especially when you don’t “need” something.
Trust isn’t a bonus metric – it’s the foundation of every effective PR strategy today. It determines whether your story is believed, your brand is respected, and your leadership is followed.
The 2025 Edelman Trust Barometer reminds us that values, credibility in communities isn’t a trend. They are the stakes. And while the platforms, tools, and channels may keep evolving, the principle remains the same: people trust people. Especially the ones who show up, speak honestly, and follow through.
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