Existing values in PR

As early as 2014, PR-Report magazine concluded that public trust in the traditional media landscape had been permanently shaken. Since the rise of populist movements in Western democracies and the US election campaign, at the very latest, terms such as ‘fake news’ and ‘alternative facts’ have been on everyone’s lips. Ideological media and conspiracy theories are having a field day.

In the newsrooms of many media organisations, heated debates with readers and users dominate the daily routine. Added to this is reporting that, under competitive pressure from new media, takes place practically in real time, making careful research work difficult. Thus, the boundaries between truth, fiction and delusion become blurred, giving way to deep uncertainty.

Crisis as an opportunity? 

A cynic might see this crisis as an opportunity: if everyone believes everything, then any piece of information can be sold to anyone – no matter how far-fetched. It is not the content that matters, but only the form. 

The crux of this way of thinking becomes apparent when we shift perspective: if everyone believes only in ‘their’ truth, because ‘real’ and ‘alternative’ facts are treated as equally valid, it becomes almost impossible to present information credibly – however valid it may be. 

Enduring values 

Just like serious journalism, serious PR should not fall into this trap. Ultimately, neither field is about the quick click, the fleeting excitement, or the flashiest flash in the pan. It is about lasting value and long-term impact. About strong images and messages.

It is about enduring values.

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Service: Crisis communication