The alarming decline in trust toward corporations and governments today is fuelled by an era of rampant misinformation and disinformation.

One could argue that President Trump has ushered in an era of post-truth politics.

His counsellor Kellyanne Conway's infamous reference to "alternative facts" during Trump’s initial term certainly marked the beginning of a troubling trend that blurs the lines of truth. In many respects, this led many to question what is real.

The first responsibility of liberalism is to preserve the meaning of words, yet we find ourselves in a landscape where truth has become increasingly subjective.

To address this crisis, both the public and private sectors must reclaim clarity and accountability in their engagement with stakeholders for the sake of a more informed society.

Media outlets and public relations practitioners play a pivotal role as conduits for information and influencers of public perception.

PR professionals, in particular, must ensure that organizational values and actions are communicated transparently while also being willing to admit mistakes if they wish to build credibility and trust with their audiences.

If truth is to triumph over misinformation, there is a need for action by all parties to adopt clarity and courage in their roles.

To understand the underlying role of strategic communication in this era and develop effective engagement plans email robertm@robertmasters.com.au