5 Ways to Find Outside Voices to Boost Your Brand’s Credibility

The public doesn’t have much trust in government or corporate voices – and they’re not shy about saying so.

Communications leaders know this because they’ve watched in horror as their carefully crafted LinkedIn posts are mocked in the comments or inadvertently sparked a social media pile-on after sharing what seemed like an innocuous, brand-safe message.

(Just ask McDonald’s CEO Chris Kempczinksi, whose simple effort to chow down on his company’s food didn’t sit well with a lot of observers.)

With trust so hard to win and massively easy to lose, creative communicators aren’t just looking for spokespeople on the board, in the company’s Slack channel or through an Indeed job posting. Instead, they are finding the right people whose voice will resonate with ordinary people: physicians who spend their days saving lives, parents whose sick kids are made sicker by bad policy decisions, entrepreneurs who have built – or rebuilt – their businesses brick by brick. 

These individuals can tell stories that customers understand and believe. But they aren’t easy to find, and their message isn’t as simple as a Yelp review or a corny ad. 

Elevating third-party voices is a powerful way to build trust while reducing the risk of turning C-suite executives into lightning rods. Here’s how to do it.

1. Pressure-test the narrative

Before seeking outside voices, make sure the story itself can withstand scrutiny. That means clarifying objectives, challenging internal assumptions, and, at times, telling clients or leadership that their preferred message will not land.

Start with alignment: What is the goal? Who needs to be persuaded? What evidence supports the case?

When we helped place everyday Americans in national and top state outlets in 2025, campaigns did not begin with pitch emails. They began with difficult conversations, rigorous research, and refining a narrative that an independent person could stand behind without compromising their integrity. 

If the story only works when delivered by a paid executive, it is not strong enough.

2. Find voices with real standing

The most effective outside voices are not mouthpieces with clean-cut success stories. They are people whose lived experience aligns naturally with the issue and who hold credibility with the intended audience.

That might mean individuals directly affected by policy, business leaders with firsthand market experience, or someone with a relatable human story. A plainly told account from someone without a grand title often carries more weight than commentary from someone with the letter “C” in their job description, because audiences assume they are less self-interested.

Sourcing these voices requires a disciplined search process. Identify individuals whose backgrounds genuinely support the narrative, conduct thorough interviews, and confirm alignment before drafting anything. The aim is credibility rooted in reality, not over-orchestration.

3. Build for multiple audiences

Once you have the right voice, approach the process like a journalist, not a marketer. Conduct an in-depth interview with the person to ensure they are on board with:

• The organization behind the curtain.
• The narrative you’re pushing.
• Their story’s alignment with the narrative.
• Putting themselves into the public eye.

Record the conversation, then transcribe it. Identify the emotional core and supporting evidence, before shaping the media content to work for four audiences: your organization, its stakeholders, the author, and the media gatekeepers (op-ed editors, reporters, producers, etc.) who will decide whether to feature this voice.

This is where many efforts fall short. Content may please the client, but ignore what editors actually run. Or it may lean heavily on data while flattening the author’s voice. Strong placements require disciplined editing, revision, and fact-checking. The same rigor applies whether targeting a national newspaper or a trade outlet. And remember that, often, regional publications deliver meaningful impact with lower reputational risk.

4. Train for discipline, not performance

A credible third-party voice is powerful, but unmanaged authenticity creates the risk that someone will fly off the handle, take advantage of their 15 minutes of fame, or have a tangential point of view that undermines the entire narrative. 

This is why media preparation is so important. Clarify the core message. Define off-limit topics. Rehearse responses to difficult questions. Align on key facts. In a crisis, independent validators can counter misinformation more persuasively than paid representatives – but only if they are properly prepared.

Preparation ensures that authenticity strengthens your position rather than undermining it.

5. Build relationships before you need them

Third-party credibility should be treated as infrastructure, not a one-off tactic. Develop relationships with experts, community leaders, and customers well before controversy emerges. 

After campaigns conclude, review what worked, be honest about what didn’t, and refine your approach.

In today’s information environment, narratives move quickly. Organizations that perform best can mobilize trusted voices without hesitation. That only happens when the groundwork is already in place.

This article was originally published as part of a sponsored partnership between Proven Media Solutions and Meredith & The Media.