At-a-Glance

• SMPR partnered with Florida State University School of Communications to research what public organizations and institutions Floridians trust the most. 
• Republicans are generally more skeptical, trusting the Florida Governor most, while Democrats show higher trust in nonprofits, media and healthcare professionals.
• Most Floridians (76%) follow their doctor’s recommendations, even on controversial issues, showing that personal medical relationships are still influencing behavior.
• Nonprofits are widely trusted, with 67% of Floridians believing they act in beneficiaries’ best interests and 57% confident they use donations appropriately.
• If your message isn’t landing, it may be about the messenger. In Florida, you need to speak Floridian to truly connect with and engage residents.

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Our experience communicating with Floridians for more than 25 years has taught us that messaging cannot rely on assumptions. It needs to reflect how people across the state actually receive and understand information.

That’s why we partnered with Florida State University School of Communications to conduct formal research to identify answers to the question:

‘What institutions do Floridians across industries like health, business, education and nonprofits trust?’

Our study pulled in tens of thousands of respondents from every one of Florida’s 67 counties, with the goal of getting a representative picture of Florida’s melting pot of communities, cultures and regions.

‍The Study: Understanding Florida’s Trust Environment  

Research found that not everyone in Florida trusts the same sources and it especially varies by political party:  

• Republicans tend to be more skeptical overall, with trust trending towards neutral or unsure. They are most likely to trust information from the Florida Governor, an official government source
• While Dmocrats report higher trust in nonprofits, media and healthcare professionals

‍Public Health Messaging 

Seventy-six percent (76%) of Floridians report following the recommendations of their doctors, suggesting that trust in personal medical relationships is still strong. For most Floridians, medical decisions around topics like childhood vaccines are influenced more by their own doctors and providers than by institutions.

Where Confidence Still Exists 

Floridians as a whole report lower trust in government entities and higher trust in:

• Nonprofit organizations
• Law enforcement 
• and healthcare providers 

Nonprofits stand out particularly as a trusted institution with: 

• 67% of respondents believing they act in the best interests of their causes, and 
• 57% of respondents believing they will use donated funds appropriately 

The Challenge of Higher Education Messaging in Florida

While over half of Floridians trust K–12 education systems, there is growing concern amongst residents that higher education is becoming increasingly politicized.

This creates a challenge in communicating about higher education, because while there is trust in Florida colleges and universities, there is also rising skepticism about them.

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What This Research Means for “Reaching Floridians”

Don’t assume a message will land just because research says people support the cause. Even where Floridians show strong trust like in nonprofits, there are still audiences who are unsure or undecided. Both groups shape how a message is received.

Effective communication in Florida requires understanding differences within audiences, not just between broad groups. Politics is just one factor. Geography also matters: South Florida, Central Florida, the Gulf Coast and North Florida each have distinct cultures. Lifestyle adds another layer, from coastal to inland and urban to rural, all of which influence how people respond.

In Florida, message effectiveness depends on what is said and on who delivers it, with trust shaped by identity, geography and lived experience.

If your message is not landing, it’s possible it’s not what you’re saying, it’s how you are choosing to say it. 

Ask a simple question: does your audience trust the messenger? 

SalterMitchell PR is a member of the IPREX Global Network, where you can find additional resources on cultural intelligence and its importance in effective messaging for communications professionals.

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SalterMitchell PR is a full-service communications consultancy with 25+ years of experience generating results. Our deep understanding of how to help clients effectively reach, engage and influence people across the state makes us Fluent in Floridian. Contact us to learn more about our media relations, public affairs, marketing and advertising, and creative services.

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