If it's said, written, put on audio/video and isn't by a humorist, we don't trust it.
The only influencers in these jaded times are those who have down cold satire, irony, sarcasm, and sardonic soundbites. They are our Funny Greek Chorus. Think David Letterman et al. on late night, Jon Stewart, Ellen DeGeneres, Tina Fey, The Boys at Abovethelaw.com [their site], attorney Bill Marler [his blog], Hamilton Nolan on Gawker, and the growing number of outsiders or those who proclaim to be non-establishment.
On the other hand there are the highly earnest, the uplifters, the windy [humor's core competence is brevity and timing], the very concerned, the too polished, and those who try too hard to seem to have a sense of humor. We don't trust them. Why should we? They can't or pretend they can't see life slant. And right now nothing is linear. Maybe it never was. Think Chaucer's "Canterbury Tales" and Dante's "Divine Comedy."
Perhaps public relations agencies, advertising firms, and human resources departments can learn to put a bit of an ironic stance on communications. For example, years ago when I applied to Mickey D for a writing job, the folks said no with a bunch of free coupons for their products. Totally disarming. I trusted they regretted being unable to bring me aboard.
My next book is on this subject. Please send any insights to Mgenova981@aol.com.
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