Just be clear to anybody working in communications by now that their world is changing quickly and dramatically. What’s behind this rapid change? As confirmed by our annual Edelman Trust Barometer, a continuing decline of public trust in key institutions offers a big clue.
I would argue that generating trust is the ultimate objective of communications – even of broader marketing. So does the decline in trust mean that we are no longer doing our jobs right? Or has something else changed? Is public relations, as we know it, becoming obsolete?
I believe we are facing noth- ing less than the collapse of the marketing and communi- cations paradigm of the past 20 years. What has worked in the past
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