In 2026, media professionals often find themselves working in a “post-truth era,” some even going as far as saying consumers are rapidly transitioning into a post-truth world. But are we already there?
If you’re not familiar with the term post-truth, it’s often used to refer to a situation where facts have lost their influential value when shaping public opinion. This doesn’t suggest truth doesn’t exist, but rather that factual information has become secondary to personal beliefs and emotions. An era such as this gives way to widespread polarization, misinformation, and personal feelings overriding facts.
Working in media especially, I’ve seen our audiences’ confidence in the press erode as a result of these post-truth factors. In addition to working in a challenging, fast-paced industry, the way we work as communicators has changed — making it more important than ever for public relations professionals to adapt in order to connect with readers.
What fuels post-truth?
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Social media
With the rise of social media-first news, to match consumer behaviors, some people consider brands like Mo News, RocaNews, and Newsnation to be primary news outlets. But with the prevalence of “newsfluencers” making a living off of the growing distrust around traditional media outlets, it becomes harder and harder for news readers and consumers to differentiate fact from opinion.
Due to the nature of social media, circulating misinformation can happen quickly. Despite that, Pew Research saw that last year in the US, one out of every five adults first sought their news from social media, with 37% of adults under 30 reporting their desire for influencer news.
This distrust is exacerbated by most traditional publications switching to paid editorial models without first disclosing it as sponsored content. In contrast, citing active and factual social media directly from original sources resonates strongly with audiences. -
The rise of generative AI
Artificial intelligence (AI) content is everywhere. Whether you’re a user or consumer of AI technology, it’s impossible to avoid. “Cranked out at scale to harvest traffic and clicks, it’s fast, forgettable, and all starting to sound the same. And audiences have already been dismissing it, even coining the term ‘AI slop’ to deride it.”
But don’t be fooled: many creators use AI as a content machine. Artificial images, videos, and content are more widespread and “realistic” than ever. Sometimes, it’s challenging to know if something is real or trustworthy. A recent study from MIT Sloan’s Business School found that participants preferred AI or augmented AI content over writing from professional content creators.
By contributing with honest data, facts, and a sprinkle of emotion, companies have more control over what may be scrubbed and used as a large language model (LLM) resource. Whether that’s contributing to a conversation on Reddit directly from your brand, staying up to date with website revisions, or even providing factual resources through Wikipedia or a company blog, your messaging can be curated as a trusted brand. -
Word of mouth
With so much misinformation, word of mouth is another popular channel. Approximately 55% of adults say they get news from friends, families, and neighbors. Unfortunately, with the rise of false narratives, misinformation seems reliable because it’s shared on a community level. Emotional responses like fear and anger can take priority over checking sources, because they align with personal goals and narratives.With the erosion of institutional truth, how can we battle this as PR pros?
The power of public relations
The era of simply building media lists and pitching news releases is over. As communications professionals everywhere navigate the challenge of channel and message management, it’s imperative to keep “post-truth” in mind when establishing clients as trusted and valuable information sources.
Communications professionals can combat post-truth challenges by clearly defining values, then integrating them into every strategic communications effort. While the process will constantly evolve, it’s necessary to build a culture of truth with advocacy for transparency, honesty, and integrity. Generally, we’re helping battle untruth when we position and place clients as reputable sources in trusted media with high standards and a history of being dependable. Strategic communication, and the trusting relationships that are built as a result, is the most powerful tool we have.
As PR professionals, our specialized expertise is essential for ethical decision-making and counseling our clients. We know that addressing ethical concerns before they happen is more important than reactive tactics; we’re here to ensure our clients have strategies and ethical considerations in place to guide all communications efforts. It’s important to remember that different strategies, education, preparation, boundaries, and solutions are always important for each conversation and client, too.
The role of a marketing professional requires a commitment to ethical public relations and information sharing. In such a complex, modern landscape across all industries, that means communications methodologies are constantly evolving, and diligence against deceit is something to be aware of in today’s media landscape.
