The Trust Gap: Why Businesses Struggle to Earn Credibility
Nearly a quarter of executives admit they struggle to understand what stakeholders actually want, and without clear engagement strategies, they risk losing investor confidence and jeopardizing access to capital. (1) To bridge this gap, businesses must move beyond self-promotion and embrace transparency.
“Stakeholders aren’t looking for polished corporate jargon,” says Helms. “The brands that thrive are the ones that prioritize open, issue-driven engagement over traditional messaging.”
The Anti-PR Framework: Truth, Consistency & Mission Alignment
To navigate today’s trust-driven marketplace, companies must embrace a radical shift in their communication. Anti-PR disruptiveness is built on three core principles:
- Truth: Brands that openly address industry challenges, acknowledge their limitations, and provide real insights stand out as authentic voices in their field. Radical transparency isn’t about revealing every internal detail—it’s about being upfront and unafraid to tackle difficult topics. Companies that lean into truth establish authority, build stronger relationships, and earn long-term credibility.
- Consistency: Consistency isn’t just about repeating key messages—it’s about ensuring that every brand interaction reinforces trust. From press releases to internal communications, a unified voice strengthens a company’s position, prevents skepticism, and builds confidence among customers, employees, and industry leaders.
- Mission Alignment: People connect with companies that stand for something bigger than just selling a product. Brands that align their messaging with a clear mission create deeper engagement and long-term loyalty. Mission-driven communications aren’t about empty slogans—they reflect real commitments and actions that resonate with stakeholders. Whether it’s sustainability, innovation, or industry transformation, companies that consistently tie their messaging to purpose not only differentiate themselves but also build trust that extends beyond transactions.
“The marketplace is ruthless to companies that say one thing but do another. Truth, consistency, and mission alignment aren’t just ideals—they’re survival strategies in today’s landscape, where consumers have more access to information than ever before,” states Helms.
Redefining PR as a Growth Strategy
For too long, PR has been treated as an afterthought, when in reality, it primes the market and delivers measurable returns on investment. “By strategically shaping industry conversations, Anti-PR builds trust before a sales pitch is even made,” says Helms.
“The more trust you build, the less friction you face in the market,” she explains. JOTO PR’s Anti-PR approach aligns messaging with business objectives, using data-driven narratives to establish credibility and accelerate decision-making. “Companies that integrate Anti-PR as a core function don’t just chase attention—they command authority, attract top talent, secure investment faster, and drive sustainable growth.”
About JOTO PR Disruptors™
Founded by PR veteran Karla Jo Helms, JOTO PR Disruptors™ emerged from extensive market research with CEOs of fast-growth companies. The agency combines crisis management skills with advanced media algorithms to develop Anti-PR® campaigns. Based in Tampa Bay, Florida, JOTO PR is globally recognized for its innovative Anti-PR services. More information is available at http://www.jotopr.com/.
About Karla Jo Helms
Karla Jo Helms is the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™.
She learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen or another is brutally rejected. Being an alumnus of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion. Helms speaks globally on public relations, how the PR industry itself has lost its way, and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.
References:
1. PwC. “Trust in US Business Survey.” PwC, 12 Mar. 2024, pwc.com/us/en/library/trust-in-business-survey.html.
2. Graham, Megan. “Ad Forecaster Reduces Growth Prediction for 2025, Citing Poor Economic Visibility, Low Consumer Confidence.” The Wall Street Journal, The Wall Street Journal, 26 Mar. 2025, wsj.com/articles/ad-forecaster-reduces-growth-prediction-for-2025-citing-poor-economic-visibility-low-consumer-confidence-400e407e?reflink=desktopwebshare_permalink.
Media Inquiries:
Karla Jo Helms
JOTO PR™
727-777-4629
jotopr.com
Media Contact
Karla Jo Helms, JOTO PR™, 727-777-4629, [email protected], jotopr.com
SOURCE JOTO PR™
