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Trust in Public Relations in the Age of Mistrusted Media: A European Perspective

Author

Listed:
  • Ángeles Moreno

    (Group of Advanced Studies in Communication, Department of Communication and Sociology, Faculty of Communication, University Rey Juan Carlos, 28943 Fuenlabrada, Spain)

  • Ralph Tench

    (Department of Communication, Leeds Business School, Leeds Beckett University, Leeds LS1 3HB, UK)

  • Piet Verhoeven

    (Department of Corporate Communication, Faculty of Social and Behavioural Sciences, University of Amsterdam, 1012 WX Amsterdam, The Netherlands)

Abstract

One of the core problems of misinformation and post-trust societies is, indeed, trust in communications. The undermining of the credibility of media as the backbone of democratic societies is becoming a serious problem that affects democracy, business and all kinds of public institutions and organizations in society(ies). This paper explores perceptions of trust in key stakeholders involved in communication on behalf of organizations. Findings are considered at the professional (macro), departmental (meso) and individual (micro) level as well as considering the trusted role of non-specialist communicators for organizations including internal and external spokespeople. Data were collected from an online survey of 2883 respondents from 46 countries across Europe. Key findings were at the macro level that: antagonism between management communication professionals and journalists remains. The lowest trust in the profession is felt to be by the general public. At the meso level, top executives are perceived to trust the department the most followed by journalists in second place. External experts such as professors and consultants are perceived to be the most trusted by the general public. Finally, at the micro level individuals are more trusted than organizations or departments and the communication profession more widely.

Suggested Citation

  • Ángeles Moreno & Ralph Tench & Piet Verhoeven, 2021. "Trust in Public Relations in the Age of Mistrusted Media: A European Perspective," Publications, MDPI, vol. 9(1), pages 1-20, February.
    • Handle: RePEc:gam:jpubli:v:9:y:2021:i:1:p:7-:d:500217
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    References listed on IDEAS

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    1. Christiana Weber & Kathrin Weidner & Arne Kroeger & James Wallace, 2017. "Social Value Creation in Inter-Organizational Collaborations in the Not-for-Profit Sector – Give and Take from a Dyadic Perspective," Journal of Management Studies, Wiley Blackwell, vol. 54(6), pages 929-956, September.
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