The Trust Signals Blog

Scott Baradell has been a thought leader on the future of public relations for more than 15 years. Read excerpts from Trust Signals: The New PR, a book and treatise on the profession.

Image of Scott Baradell
Scott Baradell

Three Reasons Case Studies Are the Most Valuable Content on Your Website

Think back to the last time you were considering an expensive purchase. Let’s say it’s a new car. You’ve narrowed your decision down to three...

Read more
Image of Scott Baradell
Scott Baradell

What Exactly Is a Modern PR Agency?

The PRSA defines public relations as "a strategic communication process that builds mutually beneficial relationships between organizations and...

Read more
Image of Scott Baradell
Scott Baradell

What Should You Look for in a Web Design Firm? A Focus on Trust

I led the development of a corporate website for the first time in 1996.  I ran more than a half dozen designs and redesigns on the corporate side...

Read more
Image of Scott Baradell
Scott Baradell

How Industry Association Logos Build Credibility with Website Visitors

You’ve heard the expression that no one was ever fired for going with IBM. That company is one of many 800-pound gorillas whose brands, longevity...

Read more
Image of Scott Baradell
Scott Baradell

Crisis Communications Is a Moment of Truth for Trust

Like reputation management, crisis communications is PR playing defense. I've worked crises ranging from workplace shootings to scandalous...

Read more
Image of Scott Baradell
Scott Baradell

Reputation Management Is PR Playing Defense

Trust signals are the messages you send to buyers and other audiences to convince them, consciously or unconsciously, that they can trust you. 

Read more
Image of Scott Baradell
Scott Baradell

What Your Website's Contact Page Says (or Doesn't Say) About You

Have you ever had an interest in learning more about a company's products, but after landing on their site's "Contact Us" page, you got cold feet...

Read more
Image of Scott Baradell
Scott Baradell

Sales During the COVID-19 Era Is About Comfort, Familiarity and Trust

During times of stress and uncertainty, what do you like to do most?

If you're like most people, you seek comfort in the familiar. Watching your...

Read more
Image of Scott Baradell
Scott Baradell

The Man Behind the Curtain: Personalization, Privacy and Trust

The Wizard of Oz is generally considered one of the most magical movies of all time, filling audiences with childlike wonder for more than 80...

Read more
Image of Scott Baradell
Scott Baradell

My Blog Had a Bigger Audience Than PR Week: The Rest of the Story

For decades in the latter half of the 20th century, the velvety voice of Paul Harvey entertained America's radio listeners. Today he would simply...

Read more