New report: ’Inside Modern PR: Trust, Timing & Building Credibility'

Muck Rack, in partnership with VaynerX and Ipsos released a new report today, Inside Modern PR: Trust, Timing & Building Credibility, which deep dives into what earns attention in 2025.

This research explores how successful brands and leaders are moving beyond traditional media relations to build credibility and influence in a hyper-connected world.

After surveying more than 1,000 consumers and nearly 100 senior-level marketing leaders in the US, the report outlines key themes, including:

• The primary way people encounter news and brand stories today.
• Earning and keeping trust.
• Why fusion is important for PR teams, and the power of combining social’s cultural scale with the credibility of legacy media.

Read on for key insights from the report.

✅ Where folks get their news

While legacy media remains the anchor of trust (57% of consumers cite local news as their most trusted source), social platforms dominate the news diet for younger audiences (85% of 18–34-year-olds).

✅ Trust in media is declining

56% of consumers report their trust in news sources has declined over the past five years.

✅ The consumer is the final arbiter of truth

When faced with a questionable story, 44% of consumers say they fact-check on their own.

Takeaways for PR pros

To succeed in PR in 2026 and beyond, we must evolve in order to capture attention and earn belief. Today’s consumers want evidence, resonance and authenticity, all delivered with the immediacy of social and the rigor of legacy media.

“This research echoes what communicators tell us every day, credibility isn’t static, it’s earned moment by moment,” says Greg Galant, cofounder and CEO of Muck Rack. “PR leaders are redefining trust in real time. The ones who will succeed are those who show up authentically across platforms, back their stories with evidence and build reputations that stand up to public scrutiny.”