Building Trust and Simplifying Stories Strengthens Public Relations Strategies

Greg Crumpton

April 29, 2025

brand trust

marketing

McRae Agency

public relations strategies

+more

The ever-changing public relations and marketing landscape requires authentic storytelling and strong relationships. As industries evolve with emerging technologies, companies must connect with their audiences by fostering trust and understanding their core values. Research highlights a clear divide in brand trust, with only 29% of low-income earners trusting their brands compared to 38% of high-income shoppers. Furthermore, 63% of consumers now feel it’s more important to trust the brands they purchase from. These insights demonstrate the growing pressure on businesses to build credibility and meaningful relationships to retain and engage customers.

What makes trust the bedrock of successful public relations strategies? How can businesses tell complex stories in industries like HVAC or sustainability to engage their audience effectively?

In this episode of Straight Outta Crumpton hosted by Greg Crumpton, Samantha DeRose, Vice President of the McRae Agency, shares her journey in public relations and discusses the power of authentic storytelling, building trust, and balancing creativity with strategy in a fast-paced PR world.

Key Points from the Episode

Trust is the Foundation: Building trust with clients and customers is crucial for creating meaningful, long-lasting relationships in business and PR.
Becoming Industry Experts: Even in technical industries like HVAC, effective PR involves understanding the product, simplifying complex ideas, and telling impactful stories.
The Power of Authenticity: Whether on LinkedIn or in campaign strategies, authenticity drives engagement and connects brands to their audiences.

Samantha DeRose is the Vice President at The McRae Agency, a leading public relations firm based in Tempe, Arizona, where she specializes in crafting impactful PR strategies through media relations, social media, and influencer partnerships. She has over eight years of experience working with industries such as HVAC, sustainability, and architecture, securing top-tier coverage in outlets like USA Today, CNN International, and Architectural Digest. Samantha has been recognized as one of Arizona’s top young communications professionals known for her expertise in storytelling, thought leadership, and building strong client relationships.