The line between facts and truth on one side and manipulation and lies on the other, is thinner than ever. Those working in PR and communications are facing an uncomfortable question that cuts straight to the core of our profession: does truth even matter anymore?
In politics, we’re watching it happen. Every. Single. Day. Power and influence are being built on lies. Donald Trump is back in the White House and his brand of politics based on “alternative facts” is, sadly, a model that keeps spreading. Social media, now supercharged with AI-generated content, is flooding the world with disinformation. And the audience seems to increasingly reward those who manipulate best.
Brands and companies communicate dishonestly, but rarely get punished for it. So what does that mean for PR professionals, communication leaders and reputation builders? If lying has become acceptable for politicians and politically controlled institutions worldwide, what does that mean for companies and brands? And for the people who advise them?
We keep talking about authenticity as the ultimate communication value. But what does it even mean to be authentic in a world where the loudest liars are perceived as sincere? As professionals, do we accept this reality? Do we adapt to it? Do we lie — or do we simply relativise the truth to deliver results?
These are uncomfortable questions. But they are unavoidable. So join moderator Majda Žujo (Corporate Communications and Stakeholder Engagement, Director, Podravka) with Damir Ciglar (Board & Creative Advisor, Imago Ogilvy, Member of HURA & IAB Croatia), Violeta Colić (CEO, Komunikacijski ured Colić, Laco i partneri, Member of HURA & IAB Croatia) and Velibor Panić (Executive Director, Narativ komunikacije, Member of HURA & IAB Croatia) for some even more uncomfortable answers.
