According to an Edelman’s report, 48% of consumers do not believe brand messages, especially in paid media.
This piece suggests that marketers should boost the credibility and reliability of PR content by supporting their stories with customer data. Brands should incorporate customer reviews and feedbacks in their PR messages as most online shoppers consider customer reviews as reliable as a recommendation from a trusted friend.
Brands should analyse their consumer feedback for commonalities and compile them into data points. These data-driven consumer testaments can then be crafted into PR messages to improve the messages’ credibility.
The author also recommends marketers should choose an influencer whose “message and vision” aligns with the company’s vision. Leveraging a relevant influencer’s content can improve a brand’s presence and enhance loyalty among its consumers.
[6 minute read]