What is one of the biggest risks in the communications landscape? Probably that of simplifying the relationship with the audience by reducing it to engagement metrics or purely algorithmic dynamics.
And we see this often in the agency as well, within conversations even with colleagues, partners, clients.
In reality, if we think about it carefully, however, what really emerges from observing online behaviors is a form of relationship which, while lacking real reciprocity, influences perceptions, expectations, judgments and (and trust - an indispensable element of a brand's growth process).
This relationship is located in the dimension parasocial - a terrain that was extensively described by Donald Horton and Richard Wohl as early as 1956-which today assumes a crucial role in the construction of the communicative leadership of brand and founder.
And, in parallel, also intervening to reinforce or weaken this perception is the social proof, a concept always at the heart of these dynamics and systematized by Robert Cialdini: a kind of observable "form of validation" that guides judgment when there is a great deal of information available, but the criteria for confidence still remain uncertain.
The two mechanisms, while distinct, tend to intertwine, creating a complex system in which Perceived relationship and external recognition contribute to reputation.
Consistency, predictability, and reduced perception of distance
According to Horton and Wohl (1956), parasocial relationships arise as audiences develop a sense of "knowing" a media figure through repeated exposure.
And today, this exposure is truly continuous: daily content, direct formats, newsletters, podcasts, creators, and content shared constantly in real time.
What generates familiarity, however, is not so much the amount of content as the constancy of language, the stability of point of view and the consistency with which the brand addresses issues, problems and offers solutions.
When these constants become established, the audience develops a kind of mental model of the interlocutor, being able to anticipate reactions, recognize tone, and identify priorities.
In fact, without direct interaction, the perception of distance is reduced and the brand becomes almost "predictable" in the way it thinks and shares information. This predictability facilitates the building of a bond of trust because it reduces ambiguity.
Social proof: a confirmation ecosystem that lays the foundation for credibility
Cialdini's contribution clarified how, in contexts of uncertainty, individuals tend to rely on the choices and assessments of others to form their own opinions.
In digital, this dynamic is amplified: interviews, mentions, reviews, shared case studies, collaborations with recognized companies, mentions in the media, creator reviews, invitations to industry events.
Each element becomes a piece of a distributed system of legitimacy that:
- Reduces the perceived risk margin by people
- Offers quality indicators that are difficult to obtain through self-reporting
- Creates continuity between personal reputation and professional credibility.
This is not just an effect generated by popularity. Social proof works very well because it replaces uncertainties with a set of verifiable signals that make it more reliable.
When perceived familiarity and external recognition reinforce each other
The parasocial relationship creates closeness, and together with social proof, greater solidity is built. When both dynamics act simultaneously, reputation acquires a special intensity: the observer perceives emotional proximity And at the same time, social legitimacy.
A founder or founder who communicates regularly and appears in credible contexts-interviews, keynote speeches, industry articles-is read as a competent and reliable figure over time. The same is true for brands that build a public presence characterized by narrative consistency and verifiable relational fabric.
In this overlap we understand the importance of creating communication strategies that are long-lasting and not extemporaneous, to build with greater depth and give people time to rely on that depth.
Operational implications for PR and strategic communication
For those working in PR, the interplay between these elements offers a precise perspective from which to observe and organize the entire communications effort: reputation takes shape long before a news story breaks and continues to evolve well beyond the media coverage cycle.
This requires:
- a stable linguistic identity, capable of producing familiarity;
- a consistent media presence, in which each output adds a level of legitimacy;
- a long-term narrative design, in which even the details-the words chosen, the pace of outings, the public occasions-contribute to the overall perception.
A PR strategy therefore extends far beyond content construction, involving all the elements that make up the architecture of visibility: chosen contexts, prepared spokespersons, curated materials, and manned public conversations.
Trust as a "multilevel construction"
The growth of parasocial relationships and the increasing weight of social proof reveal a deeper change in the way people build trust online.
Whereas until a few years ago credibility depended primarily on institutional soundness, today it is structured through forms of continuous observation: the public evaluates what a brand claims and also how it moves and "resides" in digital spaces, the relationships it maintains, the constancy with which it presents itself.
This scenario opens up new questions for communication.
What happens when perceived familiarity exceeds actual knowledge? To what extent can trust be based on a combination of psychological closeness and external confirmations? And, most importantly, how will the relationship between brand, founder, and audience change when parasocial relationships also become more conscious and perhaps more "professional" on both sides?
The evolution of platforms and the multiplication of formats will make these dynamics even more complex. The real (and nontrivial) challenge, for those working in communications, will be figuring out how to maintain integrity and depth in an environment that tends to turn everything into a continuous stream.
Trust-individual, collective, corporate-could become less and less a given and more and more an exercise in daily responsibility, supported by consistent choices and a public presence that resists the temptation of simplification.
If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.
We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.
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