Professional Communicators Must Evolve in Anti-Expert Era: Tips from an Award-Winning Journalist

It’s no secret that public trust in institutions, experts and traditional media is at an all-time low. What does that mean for professional communicators — those traditionally tasked with delivering factual, well-researched and impactful messages?

Kelsey Boudin, a former award-winning journalist, has some insights for how comms pros must evolve in the anti-expert era. His latest blog, “The Death of Expertise? Navigating Communications in an Anti-Expert Era,” dives into this crisis of mistrust and provides key tips for communicators to break through the noise. 

The takeaway? Traditional expert-driven messaging is no longer enough. But it’s not the end of credible communications. It’s a new opportunity, Boudin says. It’s time for a radical shift in how we communicate, engage and rebuild trust.

Here’s a breakdown of Grand River Agency’s insights and why they matter:

The Changing Role of Experts in Communication in the Anti-Expert Era

For nearly two decades, Grand River Agency President Kelsey Boudin built his communications career on a simple principle: “When in doubt, call an expert.” Particularly as a journalist and PR professional, he has relied on academics, scientists, and policymakers to provide credibility and insight.

But today, that old model doesn’t work like it used to. Institutions that once held public trust — health organizations, government agencies and news outlets — now face unprecedented skepticism. People are turning away from credentialed experts and instead getting their information from influencers, social media and community figures whom they feel understand them better.

The key challenge? Professional communicators now have to work harder than ever to ensure their messages are heard, understood and, most importantly, trusted.

Why People Don’t Trust Experts Anymore

Grand River Agency highlights a critical shift: distrust in experts isn’t necessarily about rejecting facts. It’s about perception. Many people believe that traditional experts are out of touch with the day-to-day struggles of average people.

The perception isn’t just that experts are wrong. It’s that they don’t care.

For example:

• A PhD in public health might understand vaccine efficacy, but parents worried about side effects feel unheard.
• Climate scientists might present data on rising sea levels, but a homeowner in the Midwest might only care about their rising utility bills.
• Economic analysts might say inflation is stabilizing, but a single mom struggling to pay rent sees a different reality.

Comms pros can’t afford to ignore this shift in perception. The challenge isn’t just to provide facts — it’s to deliver them in relevant and relatable ways.

How Communicators Can Rebuild Trust in an Anti-Expert Era

So, if quoting experts and citing data isn’t enough, what can communicators do? Grand River Agency lays out a strategic approach:

1. Focus on New Trusted Messengers

If traditional experts aren’t resonating, communicators must find people who will. Community leaders, faith-based organizations, social influencers and relatable public figures are far more likely to be trusted than distant institutions.

2. Listen Before You Speak

Many communicators make the mistake of assuming their audience just needs more information. But facts clearly aren’t changing minds anymore. 

Instead of pushing data onto skeptical audiences, use a different approach: listen. Find out why people are hesitant, acknowledge their concerns and engage in a real dialogue.

3. Frame Messaging Around Personal Impact

People don’t always care about big-picture statistics. Sometimes they simply can’t comprehend issues that aren’t right in front of their eyes. They care about how issues affect them personally.

The goal is to shift from abstract arguments to real, tangible consequences that matter to everyday people.

4. Make Expertise Feel Like Empowerment, Not Control

People push back when they feel like they’re being told what to do or “talked down to.” That’s human nature. Instead of dictating, communicators must empower audiences with knowledge and options.

Rather than saying, “Experts agree that this is the best course of action,” reframe it as:

• “Here’s what your neighbors are doing.”
• “Here’s what this means for you — what do you think is best for your family?”

This subtle shift helps people feel in control of their own decisions rather than being pressured into compliance.

The Future of Professional Communications in the Post-Truth Era

Professional storytelling is vital in every industry, whether you’re a nonprofit looking to improve community engagement or a small business trying to build a digital marketing presence. 

Grand River Agency’s insights make one thing clear: The traditional rules of strategic communications have changed. If you’re still relying on the same old playbook — expert soundbites and academic reports — you’re losing your audience.

Communicators who fail to adapt will struggle to reach audiences that stopped listening a long time ago. Want to stay ahead of the curve? Connect with Grand River Agency to talk strategy.