Trust has bottomed out. People have been burned by gurus, courses that didn't deliver and "experts" who were making it up as they went along. The old ways of doing things aren't working in the same way anymore - you can't just post on Instagram and expect clients to roll in.

But here's the thing: while everyone else is panicking about the trust recession, you can be building real, earned trust. And that's your biggest competitive advantage right now.

In this episode, I break down:

Why we're in a trust recession:

• The guru era fallout and why people have been burned
• The post-2020 shift and what's changed economically and culturally
• Why the traditional business growth tactics of the past 5 years are dying
• The AI factor making it harder to know what's real

The four ways PR builds trust when trust is scarce:

• Third party endorsement - why someone else saying you're good matters more than ever (and the psychology behind it)
• Building your personal profile so people feel like they know you before they hire you
• Word of mouth and recommendations - the most trusted form of marketing, especially now
• Human connection in an AI world - being provably human is your competitive advantage

This isn't just about visibility. It's about credibility. It's about building a reputation that actually means something when nobody's handing out their trust for free.

The trust recession is real - but it's also your biggest opportunity if you're willing to do the work to earn it.

And once you've had a listen you can:

- Follow me on instagram @pippa_the.pr.set or LinkedIn (@Pippa Goulden) for more tips and insight into the world of PR
- Join my DIY PR membership using the code POD50 to get 50% off your first month - this will give you all the knowledge and confidence you need to get results for yourself. Have a look here
- Work with me 1-2-1 in Kickstart: The PR Accelerator which is a hyper-focused, action-taking, results focused programme that's all about getting you great PR results for your business, with me supporting you all the way.

- Join the waitlist for my next Get Known Sprint Spring '26 here

- Or if you just want to hand it all over to me to do for you, I can do that too
Find out more at www.theprset.com and book a discovery call with me to chat more here or email me [email protected]