A Mixed Methods Examination of How People Assess the Credibility of Sources Used by Public Relations Practitioners

Abstract

This study examined how people assess the credibility of sources—earned news stories, traditional advertisements, native advertisements, independent blogs, and corporate blogs—used commonly by public relations practitioners. Researchers conducted five focus groups with 46 participants and implemented a survey with 1,500 participants recruited from a consumer panel. Participants viewed earned media stories as the most credible. Regardless of the source utilized, people value strong writing, copious facts, and balanced perspectives when processing public relations messaging.