Have you heard the term “Trust Recession” yet?

If not, it’s the latest buzzword describing a phenomenon many business owners are already feeling: customers are taking longer than ever to make purchasing decisions. Whether for their personal lives, businesses, or both, consumers are more cautious about where they spend their money, leading to stretched sales funnels and less closed deals.

And even if your current client roster is full, you’re not immune to these effects. A Trust Recession also impacts brand loyalty — with endless options at their fingertips, even your long-term customers may question their choices and explore alternative options.

But it’s not all bad news, because there’s something you can do about it.

Public Relations (PR) is your secret weapon for navigating this uncertain terrain.

Here’s why PR is more essential than ever, and how you can leverage it to strengthen brand trust, build authority, and thrive, despite the challenges of shifting consumer habits.

1. Authority Through External Validation

It’s not enough to simply claim that you’re an expert right now — you need to have external validation reinforcing your credibility. PR gives you access to platforms that provide this social proof, such as:

• Podcast interviews where you can share in-depth insights through long-form conversation.
• Speaking engagements that position you as a thought leader in your industry.
• Media features quoting your expertise in trusted publications.

These PR efforts build trust by demonstrating that others recognize your authority, and they provide the cold hard proof needed to back up your social media claims.

2. Visual Brand Authority

The average user spends just 53 seconds on a website—and likely even less on your social media profile. To make a strong impression in a hurry, your personal brand needs to visually communicate authority, and sleek brand photography and pretty graphics are no longer enough. In 2025, your content should also include:

• Posts showcasing you as a featured speaker or expert panelist at events.
• Highlights of your community involvement, showing you’re an active participant in your industry.
• Screenshots or posts of media coverage, even in smaller publications.

These types of content immediately signal to prospective clients or customers that you’re trusted by others, and not just self-promoted.

3. Expanding Your Community

You know I’m big on building an international personal brand, but in a Trust Recession, it’s more important than ever to re-think proximity. Customers are more likely to trust brands that have broad, meaningful impact that goes beyond your regional borders. To grow your authority and credibility, you need to expand your network beyond your local community.

This means intentionally nurturing relationships with people outside your immediate area. For example, I’m traveling to Florida twice in Q1 to connect with a growing community of female entrepreneurs in the Sunshine State (shoutout to the Rich Girl Conference — let me know if I’ll see you there). This type of outreach broadens your reach and demonstrates that your brand has influence beyond your home base.

Taking Control of Consumer Habits

While you can’t control the cautious purchasing habits of today’s customers, you can control how you position yourself and your business. Public Relations is the key to building the trust, authority, and visibility needed to thrive in this new climate.

So, as you prepare your business for 2025, consider how you can integrate PR into your strategy:

• Book speaking gigs or podcast appearances to share your expertise.
• Invest in media outreach to secure features that validate your authority.
• Expand your network by building relationships outside your immediate community.

And pssst — these are all strategies I support you with in my one-of-a-kind Publicity Coaching programs.

Ready to Build Your Trust and Authority?

The Trust Recession may not be going anywhere, but you don’t have to let it derail your success in 2025. PR is your roadmap to a thriving business, even during uncertain times. Let’s make 2025 the year your personal brand becomes synonymous with trust, authority, and opportunity.

Ready to get started? Book a Discovery Call with me, Katrina, and I’ll help you build the PR strategy you need to navigate this new era with confidence.