Navigating the Shift: How the Decline in Trust Creates Opportunities for Corporations to Own Their Narrative

Trust in media and government continues to wane, according to several studies by Pew and Gallup. In recent years, there’s been a steady decline in trust in media and government, leaving many wondering who, or what, people can rely on for information.  

With this shift comes a crucial question: who will fill the void?   

As trust in the traditional gatekeepers of information falters, companies are now presented with a value proposition to lean into leveraging their owned strategies to shape narratives, which strengthens reputation, by tapping into their own reputational equity. 

The Decline

With some social media platforms making the decision to stop fact-checking content and a major news outlet refraining from endorsing a political candidate, breaking with its longstanding tradition, these actions raise concern on what has traditionally been the source of truth. 

This shift highlights the growing challenge for media outlets to maintain credibility and neutrality, while the public is left questioning the reliability of the information they consume. 

In addition to those examples, the Gallup study captured record-low trust in the mass media, with only 31% of participants expressing a “great deal” or “fair amount” of confidence in the media. 

This skepticism has left a void that corporations are well-positioned to fill. 

While this isn’t a new opportunity for corporations—businesses have always had the chance to shape their narrative. What’s different now is how companies should approach this. It’s not about volume or loud statements; it’s about communicating your value proposition clearly and building deeper, more meaningful relationships with your audiences. 

Corporations now have a chance to prioritize quality over quantity, offering thoughtful, valuable content that resonates with their audience and strengthens trust. This approach requires a shift from simply gaining visibility to fostering long-term, genuine connections.   

Hand-in-Hand

Traditionally, earned media—coverage in news outlets, mentions in articles, or features on TV—was the gold standard for any corporation looking to establish credibility. But with trust in the media on the decline, companies can no longer rely solely on earned media to shape their reputations. 

Point blank, media is not going away. 

However, balancing earned media with a strong owned media strategy is the way ahead. This shift provides an opportunity for a better integration of the two approaches (earned and owned) and more control over shaping the narrative and building reputational equity. 

For example, in this new landscape, executive visibility isn’t only about getting a hit in top tier media—that’s just one step. It’s also about allowing your message to gain traction and deep connection, which can efficiently be accomplished through an owned approach. 

The real value comes from the ability to communicate with depth. A few soundbites in an interview won’t always suffice—leveraging owned channels allow for an opportunity to explain complex ideas, address concerns and demystify challenges in a way that resonates. It’s about playing the long game.  A solid owned strategy gives room to embrace long-form communication and provide the clarity and context that’s often missing in short, one-way connections.  

Owning the Narrative

The white space created by the decline of trust in mainstream media and government agencies presents a unique opportunity for businesses to own their narrative. When corporations strategically manage their owned media, they are more likely to become an authoritative source of information in their industry, establishing themselves as the go-to resource for their target audience. 

This shift isn’t just about corporate storytelling; it’s about building a relationship with customers based on trust, transparency and expertise. When companies step into this space, they don’t just fill the void left by traditional institutions—they redefine the narrative in their industry, offering a fresh, authentic perspective that resonates with consumers.  

In a world where trust in the media and government continues to decline, corporations have an unprecedented opportunity to step into the void and lead with authenticity. This shift isn’t just a challenge—it’s an opportunity to reshape how businesses engage with their audiences and create deeper, more meaningful connections.