Public disillusionment with the political, corporate and government sectors is now at an all-time high.

In the US, trust in the US government is the at the lowest level in nearly seven decades^[1]. In Australia, 60 percent of Australians distrust government leaders, with similar distrust levels aimed at corporate executives^[2]. Distrust in government across the UK and Europe is similar in scope and depth to the US and Australia., and, in some cases, even more acute.[3]

These figures, along with disinformation and polarisation are cited as growing threats to democratic legitimacy.

In this fragile environment, where facts are increasingly contested and disinformation spreads unchecked, PR professionals must step into a leadership role to restore trust, credibility, and ethical communication across society.

The urgency in Australia is underscored by the recent Federal election, where misinformation and disinformation played a decisive role in shaping voter perception.

The defeat of the controversial Misinformation Bill—ironically targeted by coordinated misinformation campaigns — exposed a profound vulnerability in our democratic infrastructure.

It also highlighted a central dilemma: Who, if not trusted communicators, will stand for the truth?

Artificial intelligence compounds this challenge. While offering efficiencies, AI also facilitates the mass production of misleading content, deepfakes, and impersonal, opaque messaging.

According to Capgemini's 2025 report, governments and corporations alike lack the transparency and oversight needed to ensure AI is deployed responsibly. The report emphasises the need for “transparency, contestability, and explainability” in AI systems to protect democratic integrity and institutional reputation—values at the heart of ethical PR practice.

In this context, the insights of Princeton philosopher Harry Frankfurt, author of On Bullshit, resonate deeply.

Frankfurt argues that "bullshit" — communication aimed more at impression than truth — poses a greater threat than lying itself. Unlike liars, who acknowledge the truth by attempting to hide it, bullshitters disregard it entirely.

This cultural shift, in which image often supersedes substance, erodes the very possibility of honest public discourse.

Herein lies the professional and moral imperative for public relations.

PR practitioners are bound by codes of ethics that demand integrity, transparency, and accountability.

These principles are not optional extras; they are essential guardrails in a communications landscape increasingly shaped by manipulation and half-truths. Upholding them is both a strategic necessity and a civic duty.

To reclaim public trust, PR professionals must actively combat misinformation—whether generated by poor leadership or enabled by negligence.

They must advocate for AI transparency, challenge leadership to embrace honesty over spin, and ensure that every message they craft serves the public good as well as their organisation’s or client’s interest. This includes taking bold stands when leaders or political leaders veer into ethically grey territory.

Crucially, PR must reposition itself not as the art of persuasion, but as the architecture of truth. This doesn’t mean avoiding strategic communication—it means aligning strategy with substance, and message with meaning.

In this role, they must prioritize transparency, accountability, and messaging which focusses on equity, empathy and inclusion. And they must call out misinformation—whether from within their own organizations, or outside it.

This is both a strategic necessity and a civic duty.

By upholding ethical standards and championing truth, PR can help rebuild trust through strategic communication campaigns which are founded on at least 10 principles, the major one being authenticity and integrity.

With principled leadership from within the PR profession, Australia can begin to rebuild a shared understanding of truth and trust.

For more on developing strategic communication plans based on restoring trust in organisations and government, along with leadership reputation email: robertm@robertmasters.com.au