In 2016, the Oxford Dictionary named post-truth the Word of the Year, defining it as an adjective “relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief.” Here Monia Dal Checco, international PRspecialist and account executive at Stone Junction, explains how we can defuse the post-truth bomb. 

Scary, right? Yes, even more so if you think that almost three years later, the influence of post-truth is far from shrinking.

The most immediate consequence of post-truth is that audiences no longer trust those who were traditionally thought to be the depositary of specialised knowledge. Many attribute this phenomenon to a series of recent scandals that have eroded the trust of the general public. However, it is more likely that the wider circulation of and extremely easy access to information on virtually any subject has impacted the way in which technical knowledge is received.

In this new scenario, a quick Google search can substitute or rectify the opinion of a trained physician, a blog post by an unknown author can outweigh a specialist consultation and interviewing an unqualified influencer or an experienced academic is basically the same. With this in mind, how can you as a business defend your credibility and how can we help you in this process?

Defusing the post-truth bomb

Time efficiency is key in counteracting the side-effects of this excess of relativism: now is the time for communicators to really prove their value, relying on the standards of transparency, best practice and factual accuracy that should be the tenets of their craft.

At Stone Junction, we have condensed these principles into a series of practical guidelines:

•  Factual accuracy: check, check, and check again! We call our clients at least once a week to check in with their specialists. This, combined with the knowledge of our specialist team, many of whom have a technical or scientific background ensures stable and trustworthy communication between us, our clients, and their end-customers.
•  We tie those hard facts to something that makes your company special: our goal is to help clients find their unique voice and establish it as credible. Once that is achieved, we broadcast their message through a variety of platforms and carefully monitor the response it generates.

Put together, these principles convey credibility and win the trust and respect of even the most sceptical stakeholder. If you want to have a chat on how we can help you navigate the intricacies of post-truth, get in touch by or call +44 (0)1785 225416.

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