A wake-up call for corporate communicators: Americans want authenticity and they want it from the CEO, not flacks

By Jason Alderman, SmartNews

Corporate credibility is in short supply.

That’s according to a new SmartNews survey, in which 90% of people say they question corporate messaging at least some of the time. More concerning, 36% find company statements overly scripted or PR-driven, making them feel inauthentic.

And when companies face crises, three factors determine whether their reaction builds trust or erodes it: how they respond, who responds, and where the message appears. All three elements matter more than many communications professionals may realize.

Who delivers a company’s message matters more than ever

Authenticity isn’t just about what a company says; it’s also about who says it. Audiences don’t trust scripted statements, but they do trust real, accountable voices. The new data also shows that executives, not PR teams or corporate spokespeople, are the most trusted messengers:

• 49% trust the CEO most in security crises and 47% trust their words in safety crises.

• 56% trust the CFO during financial trouble.

In other words, communicators should facilitate – not obscure – executive voices. A carefully crafted statement from a comms team just doesn’t cut it anymore. It’s detrimental. Instead, leaders should step up, speak plainly, and own whatever good or bad situation they are in to rebuild trust.

Audiences also weigh differently where these messages appear

While companies may hope to control the narrative through their owned platforms, audiences consume information across multiple channels, and their level of trust varies significantly depending on the source.

Here’s how corporate statements are most often encountered:

• 54% see corporate messaging in news articles.

• 51% encounter company statements on social media.

• 32% read official press releases.

• 20% come across corporate statements on company blogs.

But seeing a message isn’t the same as trusting it. The survey also shows where audiences place the most trust:

• 81% of people find company statements presented in news articles at least somewhat credible.

• 78% trust statements in official press releases.

• 69% find company social media posts credible.

• 66% trust corporate blogs to some degree.

This distinction is critical. Companies can push their narratives through owned channels all they want, but the fact remains: corporate statements gain the most credibility and reach when reported by independent news outlets and shared via other platforms. While press releases remain a relatively trusted source, blogs and social media – where companies have the most control – rank the lowest in perceived credibility. Going direct is still very valuable, but it works best when it’s part of a comprehensive approach.

It’s time to tell fully authentic stories for everyone involved

Corporate messaging doesn’t exist in a vacuum. If companies want to be believed, they need to recognize that trust is built not just by what they say, but by where and how they say it. Expanding media relationships, engaging transparently, and embracing third-party validation should not be seen as risks but as essential parts of a company’s long-term reputation strategy.

A company that consistently prioritizes open, honest communication is far more likely to be trusted when it really matters – whether that’s during a crisis or in the everyday course of business. Trust is not just earned in the hard moments; it’s built long before them. Companies that get this right will find that they aren’t just managing reputation. They’re strengthening it.