With recent research revealing that less than 50% of UK consumers trust businesses—a trend that has been declining over the past decade— trust-building within the digital realm has never been more challenging. How can businesses navigate this terrain while upholding integrity and credibility?

Public relations lies at the heart of trust-building and demands a strategic approach for success. It begins with actively listening to your audience, crafting messages that align with their values and prioritising authenticity as the foundation of trust. 

The transparency of your business in communication, whether during crises or daily interactions, is paramount, and harnessing social proof, like testimonials and case studies, can only boost your credibility. Let’s delve deeper into why Digital PR is important to building credibility, and tactics you can implement to do so. 

Understanding the significance of credibility in business

In a world overflowing with information and options, trust becomes the guiding light for consumers navigating their choices. According to a study by Edelman, a staggering 71% of consumers admit that trust significantly influences their purchasing decisions. Moreover, 63% of consumers place their trust in businesses that prioritise transparent and open communication.

Within the realm of digital marketing, trust serves as the cornerstone for fostering customer engagement, loyalty, and, ultimately, driving sales. When consumers trust a brand, they’re more inclined to interact with its content, consider its offerings, and even advocate for it within their social circles. Conversely, a lack of trust can result in disengagement, scepticism, and missed opportunities for businesses.

Think about some of the biggest brands; they all have a unique personality that you just can’t miss. Take IKEA, for example: when you hear their name, you think of furniture, stability, affordability, and that Swedish touch. And it’s not just them; Coca-Cola, Monzo and Nike are all great examples of brands with discernible brand voices. With PR, you’re not just building credibility for your brand, but also a recognisable feature of your brand’s personality.

So, if you want your business to be well-known and sought after in today’s competitive landscape, you must actively manage your reputation, convey authenticity, and establish trust with your target audience. 

How Digital PR can build credibility

Digital PR helps bridge traditional public relations with social media, content marketing, and SEO.  It strategically places messages where target audiences are most likely to discover and appreciate them, seamlessly integrating into ongoing conversations rather than disrupting them in the hope of delivering authentic, valuable content to readers. 

A key benefit of digital PR is its ability to raise awareness of your brand. By providing people with opportunities to engage with your brand in a low-pressure environment, digital PR helps potential customers become acquainted with your company and its offerings. 

Moreover, digital PR can significantly boost your SEO efforts. By enhancing your visibility in search engines, it ensures that your brand is easily discoverable when potential customers seek information related to your products or services. This increased search visibility not only drives organic traffic to your website but also strengthens your position as an authority in your industry.

However, it’s essential to recognise that Digital PR cannot mask deficiencies in your products or services. If your offerings fail to meet consumer expectations, negative feedback may surface in search results and consumer reviews. Nevertheless, when executed effectively, digital PR can elevate your brand’s online presence, positioning you as a prominent figure in industry discussions and articles. This, in turn, signals to search engines like Google your relevance and expertise in specific topics, further enhancing your online visibility and credibility.

Strategies for building credibility through Digital PR

1. Content creation and distribution:

Content creation and amplification is pivotal in showing your brand’s expertise. One effective strategy for conducting a digital PR campaign is to establish a robust presence within your industry. This involves positioning yourself as a thought leader and offering authoritative insights on innovations and developments in your field.

This approach may entail contributing to ongoing industry conversations and providing valuable tips, strategies, or insights into the future direction of the industry. The opportunities for engagement are limitless.

To maximise your impact, distribute your content through various digital channels to reach your target audience effectively. By leveraging platforms such as social media, industry forums, and online publications, you can ensure that your message resonates with the right audience at the right time.

By adopting this approach, you have the chance to become the recognisable face of your sector. This distinguishes you from competitors and fosters strong credibility within the industry.

When individuals encounter challenges that your products or services can address, they will naturally turn to you as a trusted authority. This not only helps to solve their immediate needs but also leaves a lasting positive impression of your business. As a result, they are more likely to recommend your offerings to others, further enhancing your brand’s reputation and reach.

2.Influencer partnerships

PR goes beyond press releases and media coverage. Today, it’s about crafting stories that resonate with your target audience on an emotional level and foster trust. Partnering with the right influencers can be a powerful tool in this strategy.

Influencers are trusted voices within specific communities, having built credibility and a loyal following by consistently providing valuable content. By collaborating with these individuals, your brand can leverage their established reputation to reach a wider audience and foster trust.

Effective influencer partnerships involve a shift from simply placing products in someone’s hands to co-creating authentic content. This could involve collaborating on social media posts, blog reviews, or even video content showcasing how your product integrates seamlessly into their lifestyle.

When done strategically, influencer partnerships can not only boost brand awareness but also build genuine trust with your target audience, ultimately leading to increased brand loyalty and sales.

3. Online reputation management:

Statistics show that a staggering three out of four British shoppers (77%) consult online reviews before buying a product. 

Think of online reputation management as safeguarding your brand’s narrative. It involves actively monitoring what people are saying about your company online, across platforms like review sites, social media, and even forums.

Positive reviews are fantastic, but negative feedback needs to be addressed promptly and professionally. A well-crafted response can turn a disgruntled customer into a brand advocate. Online reputation management goes beyond just reacting to feedback. It’s also about proactively building a positive online presence. 


Our quick tips are to encourage satisfied customers to leave reviews and share their experiences. Regularly post engaging content that showcases your brand’s values and personality. By actively shaping your online narrative, you can ensure potential customers encounter a trustworthy and reliable brand image.

We can help

Ready to tell your brand story? Get in touch with the PR experts at Hallam today. We’d love to chat and help you navigate the exciting world of PR.