Nurturing Credibility

I’ve been thinking a lot lately about the role of PR and communications in the overall marketing mix.

In the past, we leaned on public relations exclusively to guide a brand’s image. It was easy to do so, being that most people got their news from the traditional news media. In today’s world however, we know that digital devices are by far the most common way Americans access their news. Whether it’s from social media, podcasts, influencers or news websites, we are inundated with content from so many sources (some trusted, and many not).

In today’s disjointed and often dismal media landscape, standing out and building trust is tougher than ever. It’s not just about amplifying a brands’ voice; it’s about elevating credibility.

When I think about the role of Approach, what we do best as an agency, it all comes back to credibility. Our daily mission is making our clients more trustworthy and credible, no matter what industry they may serve. We need to ensure that our clients are not just seen, but also believed.

Take our partnership with Insight Global as an example. Insight Global is one of the world's largest staffing agencies, but until 2021, the company had not invested in external communications. In the constantly changing world of staffing, getting noticed and earning trust is a huge challenge. While they did an excellent job crafting their own content, they needed to build awareness outside of the staffing industry and they needed to drive third party credibility.

Our job was clear: we wanted to tell stories and create a space that spoke not just to jobseekers and the staffing industry, but business leaders at large. We executed a high impact communications campaign that resulted in over 300 earned media placements in 12-months.

We shared a goal with Insight Global – to increase their brand awareness and boost their credibility. Our work helped them go from being not-so-well-known to getting recognized on a national scale with over just under 2 billion media impressions from trusted sources like Forbes, Bloomberg, The Wall Street Journal and Fast Company.

I am convinced that driving credibility will continue to take precedence in the near future. With the onset of AI tools available at our fingertips, even the smallest brands can generate massive amounts of content. I’m willing to argue that content will no longer be king. Perhaps instead credibility is king – getting influential and trusted voices speaking on your behalf.

For us, credibility isn't just a business move; it's a heartfelt commitment. As a business owner, I take great pride in what we've achieved, and I know that building credibility amongst our employees, our clients and the industry is our most valuable asset. It's a legacy we'll keep building on. It's what defines us, and it's what will keep pushing us to even greater heights in the future.