How to Inform in the Age of Disinformation?

We live in an era in which the danger of disinformation has become unavoidable. Television and, at a later stage, the social networkshave completely changed the way we communicate today and have given rise to the oft-discussed reality of the fake news. Public relations professionals are being presented with new challenges that require them to rethink their positioning and responses in a new communications landscape.

The balance between the commitment made to a particular client and the moral obligations we must respect as members of a wider community is difficult to achieve. In the absence of an "official" code of ethics for communication professionals, it is the ethical and moral principles of each one of us that should guide our actions.

It is extremely important that public relations positions itself as trust advisors and contribute to a clearer society with less noise. Defending the interests of our clients This must always be done by presenting facts and information that contribute to clarifying public opinion, while at the same time meeting the visibility and reputation goals of the brand we work with.

The current media landscape presents us with numerous challenges that public relations must be able to respond to. The future of the sector will depend to a large extent on how this response is given and the image it conveys to public opinion.