PHOTOGRAPHY: Saaty Photography

COVER STORY

FEATURING APRIL WHITE

CEO and Founder of Trust Relations

In 2014, April White founded her very own company, allowing her the freedom to take the reins of all strategic business decisions. Trust Relations is the result of White’s hard work in the industry and her vision of what a public relations firm should be. Specializing in strategic, integrated, brand-focused corporate and consumer messaging, brand positioning, public relations and business writing, White has help companies grow, scale, and reach new clients.

I don’t believe public relations, in its traditional form, is relevant anymore. Spinning the story, controlling the narrative and staging public stunts for media coverage is a thing of the past. Today’s audiences are savvy and discerning, and they quickly disregard anything that’s not based in truth and reality.

I’m not going out on a limb in saying this, either. According to a recent study from The Holmes Report and the University of Southern California Annenberg School for Communication and Journalist, nearly 90 percent of PR executives believe “public relations” won’t accurately describe what they do in five years.

So, I founded Trust Relations as a response to this important shift, and to take the industry where I think it needs to go. Our focus now, as publicists, should be on helping clients build trust among their key audiences by publicizing what they are doing to serve them—and being brave enough to tell them when they might need to do more.

AND MUCH MORE IN LUXURY LIFESTYLE AND BUSINESS…