PR vs. Influencers: Who Drives Brand Trust?
Today, the battle for customer trust is more intense than ever before. While brands continue to grapple with the constantly changing behaviors of their audiences, the question that keeps on rising at every boardroom meeting or marketing discussion forum is: PR vs. influencer- who drives trust towards brands?
This question has gained the highest importance following the 2023 influencer marketing backlash, where most campaigns were blasted for misleading advertisements or over-promotion. On the contrary, many companies that put their money into reliable public relations saw long-term reputation gains. Nowadays, global public relations agency is focusing more on storytelling, transparency, and ethics. The lines between PR result and influencer marketing have blurred. However, the impact each one of them made on the brand is distinct.
So, through this blog, let’s understand everything about PR and influencer marketing. Have a look!
Understanding Brand Trust in 2025
Brand trust is no longer just a nice-to-have—it's a business imperative. According to recent studies, 81% of consumers need to trust a brand before buying from it. This trust is built not only through product quality and customer service but also through the channels and personalities that communicate a brand’s values.
Two major contenders stand out in building this connection:
Public Relations (PR): Focuses on credibility through earned media, thought leadership, press releases, crisis management, and strategic storytelling.
Influencer Marketing: Relies on individuals with a digital following to promote products or services in a seemingly authentic, relatable manner.
Both methods offer unique benefits, but which is more effective at establishing real, lasting trust?
The Rise and Role of the Global Public Relations Agency
A global public relations agency serves as the backbone for brands seeking to establish legitimacy across geographies and demographics. Moreover, these agencies don’t just pitch stories to journalists, they eventually help build brands from the inside out. They:
Craft narratives aligned with brand values.
Manage crises before they spiral out of control.
Position brands as thought leaders via PR podcasts, bylined articles, and expert commentary.
Also, ensure alignment with cultural, legal, and social norms in every region they operate.
For example, after the recent PR crisis involving a major fashion brand's alleged cultural insensitivity, it was a global PR agency that helped reposition the brand through community engagement and inclusive messaging, resulting in a 22% uplift in brand favorability over six months, according to a recent global PR analysis.
This eventually speaks to the long-term impact of strategic PR, especially when credibility is on the line.
Influencers: The Human Connection, With Caveats
Influencers bring a personal touch. Their content feels more intimate, more casual, and often more relatable than a traditional PR message. They are especially powerful among Gen Z and Millennials, who trust peers and relatable voices more than institutions or media outlets.
But this trust is conditional.
Following a wave of influencer scandals—from false product claims to undisclosed sponsorships—many consumers have become skeptical. According to a 2024 Edelman Trust Barometer report, only 39% of consumers trust influencer content without disclosure.
Furthermore, authenticity may be undermined by the "pay-to-play" aspect of the influencer economy. Also, customers are becoming more astute and are able to recognize when a collaboration seems false or forced.
PR Results vs. Influencer Reach: What Matters More?
Reach is a number. Trust is a feeling. And while influencers may generate millions of impressions, PR often delivers measurable PR results in terms of brand sentiment, thought leadership, and sustained media visibility.
Here’s a breakdown
Metric PR Influencers
Trust Building High (earned media, authority) Moderate (dependent on influencer authenticity)
Longevity Long-term Short-term buzz
Control Over Message Strategic & aligned May vary by influencer tone & interpretation
Measurable ROI Sentiment analysis, media reach, brand mentions Likes, shares, affiliate sales, reach
Scalability Global via agency network High within niche audiences
Further, it’s no surprise that global public relations agencies are increasingly incorporating influencers into broader PR campaigns, merging credibility with visibility.
The Role of PR Podcasts and Thought Leadership
With more people consuming content via audio, PR podcasts have emerged as a powerful tool to build brand authority. Also, CEOs, founders, and brand spokespeople now use podcasts to:
Discuss industry trends.
Address customer pain points.
Share behind-the-scenes insights.
Also, build an emotional connection.
Unlike a 15-second influencer reel, podcasts allow for depth and nuance—two essential ingredients for building trust.
Furthermore, many global public relations agencies now pitch podcast appearances alongside traditional media placements, further recognizing the power of voice and long-form storytelling in today’s content ecosystem.
Global PR Analysis: What the Numbers Say
According to a 2024 global PR analysis:
Brands using integrated PR strategies experienced a 23% higher trust score compared to those relying solely on paid influencer campaigns.
71% of CMOs said PR efforts had a more sustainable impact on brand reputation.
Brands with strong media coverage saw lower customer churn and higher loyalty metrics.
So, this data highlights that while influencers can drive short-term spikes, PR is the tortoise in the race, slow, steady, and ultimately, more resilient.
When Influencers Shine: Niche Campaigns and Product Launches
That said, influencers have their moment. Especially during:
Product launches where visibility and excitement are key.
Niche markets where micro-influencers have deep-rooted community ties.
Lifestyle alignment campaigns where relatability trumps professionalism.
Additionally, a beauty brand, for instance, may benefit from influencer tutorials and Instagram stories more than a PR article in a major news outlet. But even in such cases, combining influencer outreach with a strong PR backbone delivers better results.
Building Trust in 2025: A Collaborative Model
Synergy is the key, not picking one over the other.
The smartest brands are asking: How can influencers amplify our PR narrative? Or how can PR legitimize our influencer partnerships?
So, here’s how a global public relations agency typically approaches this hybrid model:
The goal and values of the brand should be reflected in the PR core message.
Identify authentic influencers whose values align with the message.
Create content that blends storytelling with strategic objectives.
Monitor PR results through media tracking, influencer analytics, and sentiment tools.
Also, refine strategies based on real-time feedback and global PR analysis.
Therefore, this integrated approach doesn’t just win attention—it earns trust.
Final Thoughts
So, startups generally require rapid exposure, and influencers could be a good choice to enter. On the other hand, PR is non-negotiable for an enterprise brand that wants to protect decades of reputation. Moreover, if you are the one who is aiming for both reach and respect, investing in a global public relations agency is the right decision.
In the end, trust is not something that builds in a day. Consistency, transparency, and genuine connection in what you need.
Global Results Communications is a leading global public relations agency specializing in strategic communication, media relations, and digital storytelling. With a focus on delivering measurable PR results, we help brands amplify their voice, build trust, and connect with audiences worldwide through innovative campaigns and impactful messaging.