The blurring lines between opinions, facts, and misinformation presented as news is an increasing concern for audiences, with a recent Ofcom study finding that four in ten adults encountered misinformation or deepfake content in 2024.

In the mass information age, with media outlets and influencers fiercely competing for web traffic, PR professionals play a key role in crafting reliable stories. Within the PR role, there is an inherent responsibility to ensure that all information shared with media is trusted, credible, and verified accurately. But ensuring trust in this way today is not without its own challenges.

The challenges that PRs currently face

Social media is the main source of news for 52% of adults in the UK, according to Ofcom’s News Consumption in the UK 2024 report. This level of engagement reflects just how much information we have available at our fingertips, which is both an advantage and a challenge in equal measure.

For the PR industry, the pace of developing trends and news can leave professionals reacting to external narratives rather than proactively driving the authentic messaging of their clients. This creates an environment in which businesses can easily fall foul of chasing clicks-for-the-sake-of-clicks rather than pursuing strategic campaigns that influence key decision makers

A PR professional’s job is ultimately to land a brand’s message with a target audience. The tactics for this process have repeatedly changed over time, but the current tools are often social media. The increase in news-category social media influencers provides new platforms for comms professionals, but less editorial oversight in final coverage. When speed and clicks are king, the important quality control and scrutiny of an editor, who is well-versed in journalistic standards, is often lacking on social platforms, meaning there is more room for misinterpretation and misrepresentation of PR materials.

With this in mind, PRs must ensure that their news is verified by proactively providing credible sources, providing fact-checked clear data proof points. They must also prioritise collaboration with trusted and verified content creators on social as well as reputable news outlets.

Monitoring is vital

The biggest step organisations can take towards successfully tackling misinformation and staying ahead of the crowded world of media trends is real-time monitoring across relevant platforms.

Monitoring media and social channels helps brands stay on top of what people are saying, so they can respond quickly, stay honest, and earn trust. Making media monitoring part of the daily routine keeps PR and comms teams in sync with public sentiment. This can help to spot and address potential issues early, before they become bigger problems, and shape messaging in a way that truly connects with the audience. In the long run, this supports stronger, more informed communications with relevant journalists that are knowledgeable about their subject matter, which contributes positively to a brand's overall reputation.

In order to monitor and implement social listening effectively, PRs need to identify and establish keywords and trends to stay abreast of. They can then use tools to configure real-time alerts, track sentiment towards these topics across multiple channels, and quantify overall reach.

AI and data tools for the future

Verified information matters. One way we are working to build trust into corporate communications is to provide validated identity for press releases in the U.S.. Tools like CLEAR Verified on GlobeNewswire help make sure press releases come from real identifiable sources, cutting down the risk of misinformation spreading. By asking users to confirm their identity with a quick selfie and ID check, CLEAR adds an extra layer of trust. Releases that pass this check get a digital badge, making it easy for journalists to spot what’s credible. It’s a simple yet effective way to support accurate reporting and help the right stories get the attention they deserve.

A new era of responsibility and opportunity

In a media environment where speed can sometimes trump scrutiny, the role of PR has never been more critical or complex. With misinformation spreading fast and audiences growing more sceptical, trust is no longer a given, but something that must be earned, protected and actively maintained.

That means PR and comms professionals need more than strong storytelling skills. They need to monitor the landscape in real time, understand the forces shaping public opinion, and use every tool available, from AI-powered insights to digital verification systems, to ensure the information they share is both credible and compelling.

Building or restoring trust won’t happen overnight; however, by embracing a more responsible, data-driven, and transparent approach to communications, PR professions have a unique opportunity to lead the way, not just in telling stories, but in safeguarding the truth behind them..