Building Trust in an Era of Misinformation

In today’s fractured media landscape, where misinformation spreads rapidly and political tensions run high, maintaining brand trust has become as crucial as raising awareness. This challenge is particularly acute for organizations like Planned Parenthood, which operates at the intersection of healthcare, politics, and deeply held personal beliefs.

Melanie Roussell Newman, Chief External Affairs Officer at Planned Parenthood Federation of America and the Planned Parenthood Action Fund, recently shared her communications strategy with Doug Simon on the PR’s Top Pros Talk podcast. Her approach reveals how strategic communications can simultaneously protect and strengthen an organization’s brand during turbulent times.

“We want more people to know about the work that Planned Parenthood is doing, to know about the services that Planned Parenthood health centers provide,” Newman explained. Her team employs a multi-channel approach that combines traditional media relations with digital strategies designed to meet diverse audiences where they consume information.

According to Newman, brand protection doesn’t exist separately from brand building—they’re interconnected functions. “The foundation to protecting the brand is maintaining that brand awareness and that brand strength,” she noted. This involves proactive storytelling about services and advocacy, coupled with rapid response capabilities when issues arise.

One cornerstone of Newman’s strategy is establishing strong relationships with journalists before crises occur. “The team is always pitching stories, always talking to reporters,” she said. This ongoing dialogue helps ensure media representatives understand Planned Parenthood’s mission and impact, which can prove invaluable during contentious moments.

Newman’s communications framework carefully distinguishes between different audience segments, each with unique informational needs. For patients, clarity about service availability remains paramount. “Our patients are looking for whether our health centers are open, whether they have access to care,” she explained. “One of the key components of our communication strategy was ensuring that patients knew that we’re still open, we’re still here. You can still access care at Planned Parenthood.”

For supporters, Newman’s team focuses on actionable engagement opportunities. “We want them to know that the care continues as well and here’s what you can do to support Planned Parenthood,” whether through volunteering, donations, or social media amplification.

The digital landscape presents its own challenges. Newman acknowledged that changes in social media algorithms and search technologies have reduced organic reach. “Organic social media content isn’t doing the same engagement numbers that it has been doing,” she said, prompting greater investment in paid media to maintain visibility.

Policymakers represent another crucial audience segment. Newman, who oversees both communications and government relations, described an integrated approach that combines messaging with direct advocacy. “We are showing up in congressional offices, we have our supporters writing letters, making phone calls,” she said. This outreach is paired with accountability messaging that clarifies “who’s responsible for the changes happening to Planned Parenthood,” particularly after “over 20 health centers closed since the defund happened.”

Throughout Newman’s discussion, trust emerged as the organization’s most valuable currency. “Core to our brand awareness, our brand strength is that people trust the information that Planned Parenthood provides,” she emphasized. “In fact, we have found that they often seek out the truth from Planned Parenthood.”

This trust isn’t cultivated through messaging alone—it stems from consistently demonstrating organizational values. Newman stressed Planned Parenthood’s commitment to serving everyone, “no matter who they are, where they live, or how much money they make.” When values are consistently reflected in communications, audiences can more readily distinguish factual information from misinformation.

Newman’s approach illustrates how communications professionals must now serve as both brand builders and guardians of institutional trust. By prioritizing clarity, values-based messaging, and audience-specific engagement strategies, organizations can navigate even the most controversial environments while maintaining their core identity and mission.