The word post-truth has become one of the most frequently used but least well-defined notions of our time. There is little agreement on whether post-truth is a novelty concept or a lingering relic of the past. A post-truth society has been defined as a society in which objective facts are far less influential in shaping public opinion than appeals to emotion and personal beliefs.
Fake news, misinformation, lack of transparency, and algorithmic bias have now become buzzwords. Apart from the hyperbole often associated with discussions that concern such topics, the danger that these phenomena pose is quite real. The utilization of these manipulative post-truth tactics can create cascades of distrust that are difficult to control or roll back. For companies, the sheer seeding of doubt in stakeholders - employers, investors, regulators, and customers - can become a significant detriment to hard-won reputations.
The good news is that the same methods and technologies, whose careless or unethical use can sabotage trust, can also become a force for good. However, technology alone will not win this fight. To master trust-building in this age, companies need to employ a combination of tools, tactics, policies, and processes.
Blue Dot believes that the right mix of analytics, business insight, and creativity can overcome any trust-related obstacle. We clear the clouds of confusion by leveraging high-impact strategic communications to help clients influence public opinion and make meaningful connections with audiences across the world.