How Do We Build Trust Amid the Noise? – Péter Szatmári on the New Challenges of Corporate Communication

Content Explosion vs. Attention Scarcity – How Should Corporate Communication Respond?
One of the central messages of Szatmári’s presentation was that brands today are not only competing for presence but also for attention and credibility. The communication pressure on companies is increasing: they must produce more content, across more platforms, in increasingly creative ways.

According to research by Edelman, 80% of corporate leaders are now expected to provide not only expertise-related input but also strategic guidance across the entire functioning of the brand. Meanwhile, artificial intelligence (AI) is emerging as an additional challenge: more than 24% of the press releases analysed were already generated using AI tools.

The New Compass for Content Marketing: The TRUST Model
FleishmanHillard’s proprietary TRUST model is a five-pillar framework that helps brands stand out from the noise:

Transparency – Transparent, authentic corporate communication
Real-time crisis communication – Immediate and responsive crisis management
User-centricity – A genuine understanding of audience needs
Story-first approach – Designing content strategy with narrative at the centre
Team alignment – Strengthening internal team commitment

According to Szatmári, this model is especially critical today, when consumers increasingly expect honest, consistent and credible communication – not only in advertising but in a brand’s everyday behaviour as well.

Examples That Go Beyond Advertising
Among the examples presented, one standout was Netflix’s “Toxic Town” campaign, which raised awareness of environmental pollution by displaying real-time data on outdoor billboards. The aim was not simply to promote the series but to spark a public conversation around a social issue – delivering real education and impact.

Another inspiring case came from Lipton in Australia, where the brand tackled workplace burnout with humour and experiential storytelling, showing how a brand can become a truly “refreshing” presence – in content as well as tone.

Crisis Communication in a Content-Generated World
Crises in the digital age can no longer be handled only once they happen – reputation must be built proactively, day by day. Szatmári demonstrated with a real example how an unfortunate word choice or platform use (as the British Burger King case proved) can quickly escalate into a multi-day communication crisis.

The key to effective crisis communication is foresight, sensitivity and continuous audience monitoring.

AI Is Not the Enemy – If We Bring the Team Along
Artificial intelligence is now unavoidable in corporate communication – but the fears surrounding it are real. IKEA provided a strong example of how companies can include and educate employees through AI training programmes, strengthening not only technological capabilities but internal trust and culture as well.

As Szatmári put it: “We shouldn’t just bring our consumers with us – we must bring our teams too.”

No Strategy Without Story
A story-first content strategy is now a basic principle, not an option. Brands don’t just share information – they tell stories that educate, inspire and create connection. The strongest campaigns do not start with tools but with a real insight, and seek the most relevant narrative to express it.

Summary: Redefining Trust as the Core of Corporate Communication
Content is abundant, attention is scarce and trust is more fragile than ever. Péter Szatmári’s presentation made it clear: successful corporate communication requires authenticity, agility, strategic thinking and continuous learning – on the part of both the team and the brand.

The message is clear: “First, find out where the audience is itching – and only then apply the ointment.”

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