Building Trust in PR: April White on the Friday Reporter Podcast

In a recent episode of The Friday Reporter podcast, hosted by Lisa Camooso Miller, our CEO & Founder April White shared her insights on the evolving landscape of public relations, the importance of authenticity, and how brands can build genuine trust with their audiences. The conversation covered everything from the philosophy behind Trust Relations to the shifting nature of media credibility and the need for PR to undergo its own transformation. Here are the key takeaways from the episode.

The Birth of Trust Relations: A PR Industry Evolution
April White founded Trust Relations with a clear mission: to reshape the perception of PR and rebuild trust between brands and their audiences. Recognizing that PR had developed a reputation for spinning or concealing the truth, she saw an opportunity to redefine the practice. The term “trust relations” itself comes from the tech world, where systems build a trusted relationship before exchanging information—an idea that aligns perfectly with where PR needs to go in the age of transparency and social media.

White emphasized that PR can no longer function as a one-way megaphone where brands dictate their narratives without accountability. Instead, it must foster a two-way dialogue that prioritizes credibility, transparency, and trust.

The Trust Analysis: A New Standard for Authentic Messaging
A key differentiator of Trust Relations is its trust analysis, a process White developed to ensure brands back up their messaging with real proof points. Rather than accepting a company’s value propositions at face value, Trust Relations works to substantiate every claim with case studies, data, and operational proof.

For example, a furniture company once claimed to be sustainability-focused because it recycled old couches when delivering new ones. However, there was no formalized system in place, nor any visibility of this initiative on the company’s website. White advised them to operationalize and document the process before making sustainability a core brand claim. This approach prevents brands from falling into the trap of performative messaging—a pitfall that often leads to public backlash when consumers and journalists call out inconsistencies.

Why Virtual PR Works: A Model Ahead of Its Time
Long before the pandemic made remote work the norm, White built Trust Relations as a fully virtual agency. Her reasoning? Eliminating unnecessary overhead (like expensive office space) allows for a more competitive pricing structure and enables access to top PR talent from across the country.

Beyond cost savings, White sees this model as a way to foster true diversity—not just in demographics, but in thought. Someone based in Texas, for example, may have a vastly different approach to storytelling than someone in New York or Los Angeles, and this range of perspectives strengthens the agency’s work. It also allows for more innovative cross-pollination of PR tactics that traditionally stay siloed between consumer and B2B sectors.

The Challenges Facing PR & Media Today
One of the most pressing issues White discussed is the declining trust in the media. PR has historically been about securing third-party credibility through earned media coverage, but as public skepticism of news outlets grows, that credibility is at risk. If audiences no longer trust journalists, then the role of PR as a credibility-builder diminishes.

Additionally, White is closely watching the rise of affiliate marketing within consumer PR. While affiliate-driven media placements have become more common, she cautions that an over-reliance on pay-to-play models could devalue traditional earned media. If national consumer press is seen as too transactional, there could be a backlash that shifts the industry back toward more organic storytelling.

Personal Insights: A TEDx Talk on Unity and Self-Reflection
In a more personal segment of the conversation, White discussed her TEDx talk, which explored the importance of unity and self-awareness. She reflected on a period of estrangement from her family and how it ultimately led her to the realization that judgment—whether from others or toward others—only deepens division. Her journey toward reconciliation reinforced her commitment to fostering inclusion, diversity of thought, and open-minded collaboration in both her personal and professional life.

Conclusion
This episode of The Friday Reporter highlights why Trust Relations is leading the charge in modernizing PR. By prioritizing authenticity, holding brands accountable for their messaging, and embracing a virtual model that fosters innovation, April White and her team are setting a new standard in the industry.

To listen to the full episode and gain deeper insights, check out The Friday Reporter podcast. If you’re looking for a PR partner that values trust, transparency, and impact, get in touch with Trust Relations today!