Vaynerx, Muck Rack and Ipsos Reveal Key Media Consumption Trends for Modern PR Practitioners
VaynerX, in partnership with Muck Rack and Ipsos, has released new research report, Inside Modern PR: Trust, Timing & Building Credibility – A Deep Dive Into Earned Attention in 2025. The report provides a comprehensive look at the evolving landscape of media consumption and attention, highlighting a critical new mandate for public relations practitioners.
The research, which surveyed US consumers and brand leaders, reveals that while legacy media remains the anchor of trust (57% of consumers cite local news as their most trusted source), social platforms dominate the news diet for younger audiences (85% of 18–34-year-olds). This coexisting but nuanced environment demands that effective modern PR must fuse the credibility signals of traditional media with the scale and immediacy of social.
“Truth and trust are the foundation of what we do at Ipsos, ensuring decisions - from the ballot box to the board room - are rooted in evidence and facts,” said Nick Mercurio, chief client and growth officer, Ipsos North America. “As misinformation fuels skepticism, it creates huge implications and a clear opportunity for brands. Companies that lead with honesty and consistency will be the ones to grow.”
