We caught up with the brilliant and insightful April White a few weeks ago and have shared our conversation below.

April, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

I started Trust Relations to create a PR firm focused on authentic storytelling. Frustrated by the shallow, image-driven nature of traditional public relations, I wanted to offer a more genuine approach, helping clients build real connections with their audiences through meaningful and honest narratives. Trust Relations was born from my belief that true, transparent communication is essential in a world where trust in media and corporate messaging is increasingly eroded. Trust Relations aims to bridge the gap between brands and the people they serve by focusing on authenticity to create long-lasting relationships built on credibility and trust.

In addition, I created the agency to address overarching themes and issues I saw within legacy PR firms. I wanted to create the firm I wish existed so I could work there. As a result, Trust Relations focuses on inclusivity, creating a considerate culture, delivering clients transparent deliverables, and fostering a team spirit that celebrates both individuals and work-life balance.

April, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I got into PR because I recognized the power of storytelling in shaping perceptions and influencing outcomes. My passion for helping others share their truths and build genuine connections with audiences led me into the public relations field–along with my love of writing. However, as I gained experience, I became disillusioned with the typical PR industry’s focus on image manipulation and superficial narratives. This prompted me to create Trust Relations—an agency dedicated to authentic storytelling that prioritizes transparency and real connections over polished facades.

Trust Relations provides a range of PR services, including media relations, content creation, influencer marketing, and thought leadership. The agency specializes in helping clients build trust with their audiences, offering strategic guidance and storytelling that aligns with their values and mission. Whether it’s positioning a brand as a thought leader, developing creative brand activations that will resonate with the media, or executing a successful media relations campaign, Trust Relations emphasizes integrity and credibility in all its efforts.

What sets Trust Relations apart is its unwavering commitment to authenticity. Unlike many traditional PR firms that focus on shaping narratives to fit a desired image, Trust Relations helps clients tell their real stories, fostering deeper, more meaningful connections with their target audiences. This focus on transparency not only builds trust but also strengthens long-term relationships between brands and consumers. In addition, the firm custom builds teams that are the best fit for every client based on their expertise, interests, and overall culture fit, prioritizes a considerate culture that minimizes turnover, and delivers exceptional transparency through its points system that gamifies client retainers.

The agency has received several accolades for its work, and I’m very proud of that. Trust Relations has received a Stevie Award for the last three consecutive years, and the firm’s dedication to authentic communication has earned it a reputation as a leader in the PR space, helping clients stand out in an increasingly skeptical media landscape. This year, we won a gold Stevie Award for “Women-Run Workplace of the Year – More than 10 Employees,” which shows how far we’ve come.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I built the reputation of Trust Relations through our unwavering commitment to authenticity and transparency in public relations. By rejecting traditional PR tactics focused on image manipulation, we positioned Trust Relations as an agency that values genuine storytelling, helping clients create meaningful connections with their audiences.

A key factor in building our reputation was a focus on aligning clients’ messaging with their true values and mission. This approach garnered attention from both clients and the media, as many brands and organizations began to realize the importance of trust and credibility in an era of increasing skepticism. Our ability to craft authentic, compelling narratives that resonate with audiences has been a major driver of Trust Relations’ success.

The agency’s reputation also grew through its results-driven approach, delivering tangible outcomes for clients across industries. Trust Relations became known for its innovative media relations strategies and influencer relations expertise, handling even the most challenging situations with professionalism and tact while staying true to our core values of integrity and transparency.

Additionally, Trust Relations’ strong presence in the PR industry, combined with successful campaigns and thought leadership, helped establish Trust Relations as a respected firm in the PR world. Our success in executing campaigns that prioritize honesty and relevance has reinforced Trust Relations’ reputation as an industry leader in ethical PR practices.

Any advice for managing a team?

It’s important to empower team members by providing them with the autonomy to make decisions and take ownership of their work. This helps foster a sense of responsibility and pride in their contributions. Employees who feel trusted and valued are more motivated and engaged in their roles.

It’s also important to ensure open, transparent, and frequent communication to ensure that everyone is aligned with the company’s goals and to create a supportive environment where team members feel heard and understood. My Chief Operations Officer Lana Marshall and I encourage leaders to check in with their teams regularly, offering constructive feedback and recognizing individual and collective achievements.

Additionally, creating a positive and inclusive culture is paramount. Lana and I work hard to build a work environment where employees feel respected, included, and appreciated for their unique contributions because we understand that maintaining high morale is not just about offering rewards or recognition but also about fostering an environment where team members feel they can be their authentic selves.

Finally, a healthy work-life balance is also essential. Burnout can harm both morale and productivity, so we encourage the team to prioritize self-care and to support each other in maintaining a balance between work and personal life. By offering flexibility and understanding, you can create a culture of well-being that contributes to your team’s overall success.

Contact Info:

• Website: https://trustrelations.agency/
• Instagram: https://www.instagram.com/trustrelations/
• Facebook: https://www.facebook.com/trustrelations
• Linkedin: https://www.linkedin.com/in/aprilnicollewhite/
• Twitter: https://twitter.com/TrustPRelations
• Youtube: https://www.youtube.com/channel/UCaFNvHWt9FyW_LnST03AhzA

Image Credits

Lane Photography