In a digital world where 85% of young adults get their news from social media but only 5% trust it, brands face an unprecedented challenge: building credibility in an algorithm-driven landscape. In this episode, we’re joined by Casey Madsen of Vayner, who breaks down insights from their latest research on the state of PR, content, and consumer trust. We discuss how “earned media” and influencer storytelling have merged, why only 29% of brand leaders feel their voice is consistently authentic, and what marketers must do to earn real attention in 2026 and beyond. Whether you’re leading a comms team or just starting your marketing career, this episode unpacks the evolving intersection of credibility, creativity, and connection in the attention economy.

Key Takeaways:

// Credibility Crisis: With only 5% of social media users fully trusting the content they see, brands must focus on transparency, consistency, and community-driven storytelling to rebuild trust.

// The Overlap of PR and Social: The walls between traditional PR and social storytelling are gone — teams must now think like creators, not just communicators.

// Authenticity Gap: Only 29% of brands believe their voice is truly consistent. The fix? Align every piece of content with your brand’s values, tone, and long-term mission.

// The Rise of Earned Attention: As paid reach declines, the brands that win will be those who earn engagement through relevance, not repetition.

// New Skills for the Modern Marketer: The next generation of communicators needs to be data-driven, platform-native, and emotionally intelligent, blending creative instinct with analytical insight.

// Career Advice for Emerging Talent: Focus on mastering storytelling, speed, and strategy — the three currencies of credibility in the modern media landscape.

Download the Report: HERE

Connect with Casey: LinkedIn

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