B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
68%
68% -- consumer trust in earned media for consumers (2024)
68% of consumers trust earned media (such as news articles and influencer endorsements) more than paid advertising.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
68%
Unit
Percentage
Data Vintage
2024
Entity
Geography
APAC
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Edelman
Primary
Tier C
https://prprofessionals.in/blog/the-future-of-pr-trends-shaping-the-industry-in-2025 ↗
Source Article
The Future of PR: Trends Shaping the Industry in 2025 - PR Professionals
The Future of PR: Trends Shaping the Industry in 2025
Public Relations (PR) is undergoing a seismic shift as it adapts to rapid technological advancements, evolving consumer expectations, and the growing demand for authenticity and transparency. As we are already in March 2025, the PR industry is se…
Original Research
Edelman
· Original study ↗
Methodology
Cited from a 2024 Edelman survey
Methodology documented
Segmentation
IndustryMedia
RegionAPAC
Channelearned_media
Cite this stat
Plain Text
consumers: 68% consumer trust in earned media. Source: Edelman (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/earned-media-trust-2024
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<blockquote cite="https://lighthousedata.io/data/earned-media-trust-2024" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>68%</strong> -- consumer trust in earned media for consumers<br><small>Source: Edelman (2024) · <a href="https://lighthousedata.io/data/earned-media-trust-2024" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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