How to build trust in the age of information overload

Credibility, clarity and consistency matter more than ever for brands in 2026

We are all bombarded with more content, opinions and noise than at any other point in history. In the age of AI creating content is now done in seconds not hours and without the need for formal training. This has led to a deluge of more content than we know what to do with (the irony in creating this article is not lost on me).

So, the current challenge is not to create the content it’s in how to make it stand out from the crowd in a way that elicits trust in your brand and channels which in turn creates engagement and crucially, interest from your audiences.

Trust is arguably a brand’s most valuable currency. In addition, for organisations navigating fragmented media, political polarisation, rising misinformation and decreasing attention spans, the question isn’t simply ‘how do we get seen?’. It’s ‘how do we stay believed?’.

As a UK PR agency working across tech, property and purpose‑driven sectors, we see one truth play out repeatedly: brands that earn trust outperform brands that chase visibility.

Here’s how organisations can strengthen their credibility in an age of overwhelm.

1. Lead with clarity: simple messaging cuts through complexity

When audiences are drowning in information, their tolerance for confusion evaporates. Clear, concise messaging isn’t just a branding exercise, frame it as a trust‑building strategy.

What this means in practice:

• Replace technical jargon with human language. The test is, can an average 12-year-old understand your content – if not, change it!

• Define your core message and repeat it consistently. Changing messages causes confusion and disinterest. More on this below.

• Use structured frameworks (like message houses) to keep teams aligned (and stop people going rogue or misinterpreting core sentiments).

• Focus on what matters and is of interest or useful to your audience, not just on broadcasting – that’s just more noise.

Complexity breeds mistrust. Clarity signals confidence, transparency and competence.

2. Use expert voices — not corporate ones

Trust is built between people, not logos. Whether you’re in climate tech, residential development or the charity sector, audiences want to hear from real experts, not corporate abstractions.

Doing is well, doing it properly:

• Put forward credible spokespeople with genuine subject-matter knowledge (avoid self-promoters and egos – you know who they are!).

• Build thought leadership around expertise, not promotion or sales (we can all tell the difference).

• Use data, case studies and real-world evidence, always. And check the facts – do not believe everything AI splurges at you! You’ve been warned; the fastest way to lose trust and credibility is to publish and spread misinformation, factual errors and referencing dubious sources.

• Encourage spokespeople to be human, opinionated and accessible – the robots are already here, stay human, please.

When a recognised expert says it, people believe it. When a corporate brand says it, people query the motive.

3. Prioritise transparency in a crisis

From product delays to planning objections to service failures, audiences don’t expect perfection, but they do expect honesty. And, more critical than ever before decisive and immediate responses and action. The brands that protect their reputation long‑term are those that communicate early, openly and empathetically. If you create a vacuum, someone else will fill it faster than your teenager’s battery drains on TikTok.

In adverse situations trust‑earning transparency looks like this:

• Acknowledging the issue quickly

• Explaining what happened in plain English

• Sharing what you’re doing to fix it

• Following up with clear progress updates

Silence creates uncertainty; uncertainty fuels distrust. Transparency disarms it.

4. Create consistency across all channels

Mixed messages are a trust killer. If your social media, leadership, customer comms and PR outputs all feel different, audiences lose confidence.

Consistency checklist

• Does every channel reinforce the same core narrative?

• Do your spokespeople use the same language and themes?

• Are you matching your actions with your words?

• Is your tone aligned with your brand values?

5. Back up your claims with proof

Audiences are (rightly, I think) sceptical by default. Claims without evidence don’t fly. But we’re awash with claims made my politicians, influencers, celebrities and brands. Business communications should always refrain from making spurious, unchecked and unverified claims. There’s a reason the BBC has created a whole department called ‘Verify’, it’s a trust building exercise. A media outlet which can’t back up claims will not survive in this age of information overload.  

Credibility building checklist:

• Independent third‑party data

• Case studies and testimonials

• Impact reporting (especially for non‑profits)

• Certifications, standards and accreditations

• Demonstrable results over time

Bold claims are fine. As long as they’re always backed up with genuine and ideally, recognisable, quality sources. Bob down the pub is not your best source.

6. Invest in reputation resilience, not just visibility

Traditional PR focused on reach and coverage. Today’s PR focuses on resilience — the strength of your reputation when tested.

That means:

• Scenario‑planning for crises (before that happen!)

• Strengthening relationships with key journalists and key advocates

• Ensuring your leadership team is media‑trained and you have clear media handling protocols in place across the organisation

• Monitoring sentiment and misinformation – daily.

• Protecting your brand from reputational drift – quality and consistency controls and checks.

Brands that prepare for pressure earn more trust than brands that expect smooth sailing.

7. Stand for something — and follow through

Whether you’re a tech company tackling AI ethics, a property developer improving community outcomes, or a non‑profit fighting inequality, audiences don’t just want to know what you do — they want to know what you believe in and what you value.

Purpose-driven PR builds trust when:

• It’s authentic

• It’s backed by action

• It’s consistent over time

• It isn’t performative or trend‑chasing

Brands with clear points of view become memorable. Brands with clear points of view backed by action become trusted.

Final thought: Trust is built slowly - and lost instantly

In our hyper‑connected, hyper-sceptical world, trust is earned through thousands of small signals: clarity, honesty, consistency, expertise and responsiveness. PR is no longer about pushing messages outward - it’s about building reputational capital that withstands scrutiny.

For organisations that get this right, the payoff is tangible and measurable: loyal audiences, stronger partnerships, better and more responsive media relationships and long-term resilience to overcome the bumps in the road.

To chat more about your comms strategy and how you can ensure positioning that is designed to earn trust, book a call here