The PR industry needs to work harder to build authentic relationships with journalists
The demise of authenticity has coincided with the rise of fake news. PR consultant Katie Clift considers what needs to happen to bring trust back onto the table.
2017 was the year of fake news. The term itself even became a word of the year and it’s set to be officially acknowledged by Collins Dictionary in its next print edition.
With the very real rise of fake news, comes the rise of an even greater call for Australian media and PR professionals to commit to authenticity in 2018.
