Trust is the new currency of business. Yet, many companies fail to recognize the gap between what they say and how they are perceived. JOTO PR's Anti-PR strategy closes this divide by fostering issue-driven engagement, turning transparency into a powerful tool for market influence and investor confidence.
(Tampa Bay, FL) April 1, 2025 — A staggering 93% of business executives agree that building and maintaining trust improves the bottom line. (1) Yet, most companies fail to recognize the gap between their own perception and that of their target audiences. This disconnect has real consequences, affecting everything from customer retention to investor confidence. “Trust isn’t just a marketing buzzword—it’s a business currency that directly influences revenue, reputation, and resilience,” explains Karla Jo Helms (KJ), Chief Evangelist and Anti-PR® Strategist for JOTO PR Disruptors™.
With Magna’s recent downgrade of U.S. ad spending growth projections—a research unit within Interpublic Group’s IPG Mediabrands—the effectiveness of paid media for awareness and credibility is shrinking, forcing businesses to find new ways to stand out. (2) “That’s where Anti-PR comes in,” Helms emphasizes. “Unlike traditional PR, our model doesn’t rely on spin—it’s about getting in front of the industry conversations that impact your business.”
The Trust Gap: Why Businesses Struggle to Earn Credibility
Nearly a quarter of executives admit they struggle to understand what stakeholders actually want, and without clear engagement strategies, they risk losing investor confidence and jeopardizing access to capital. (1) To bridge this gap, businesses must move beyond self-promotion and embrace transparency.
“Stakeholders aren’t looking for polished corporate jargon,” says Helms. “The brands that thrive are the ones that prioritize open, issue-driven engagement over traditional messaging.”
The Anti-PR Framework: Truth, Consistency & Mission Alignment
To navigate today’s trust-driven marketplace, companies must embrace a radical shift in their communication. Anti-PR disruptiveness is built on three core principles:
“The marketplace is ruthless to companies that say one thing but do another. Truth, consistency, and mission alignment aren’t just ideals—they’re survival strategies in today’s landscape, where consumers have more access to information than ever before,” states Helms.
Redefining PR as a Growth Strategy
For too long, PR has been treated as an afterthought, when in reality, it primes the market and delivers measurable returns on investment. “By strategically shaping industry conversations, Anti-PR builds trust before a sales pitch is even made,” says Helms.
“The more trust you build, the less friction you face in the market,” she explains. JOTO PR’s Anti-PR approach aligns messaging with business objectives, using data-driven narratives to establish credibility and accelerate decision-making. “Companies that integrate Anti-PR as a core function don’t just chase attention—they command authority, attract top talent, secure investment faster, and drive sustainable growth.”
About JOTO PR Disruptors™
Founded by PR veteran Karla Jo Helms, JOTO PR Disruptors™ emerged from extensive market research with CEOs of fast-growth companies. The agency combines crisis management skills with advanced media algorithms to develop Anti-PR® campaigns. Based in Tampa Bay, Florida, JOTO PR is globally recognized for its innovative Anti-PR services. More information is available at www.jotopr.com/.
About Karla Jo Helms
Karla Jo Helms is the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™.
She learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen or another is brutally rejected. Being an alumnus of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion. Helms speaks globally on public relations, how the PR industry itself has lost its way, and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.
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