The Truth Won’t Sell Itself: PR’s New Reality

Published on May 14, 2025 by Erik Rolfsen

We live in a world where facts alone are no longer persuasive.

That presents a complex challenge for PR professionals. Our job is to inform, influence and build trust—but many audiences now process information through emotion, not evidence. This doesn’t mean we abandon the truth. But it does mean we have to learn to package it more effectively, without compromising ethics.

We’re going to get into a few things here:

• Why facts often fail in today’s media environment
• The line between ethical persuasion and manipulation
• Practical, values-based strategies for communicating truth in a post-truth era

Understanding the Post-Truth Landscape

Post-truth isn’t necessarily about denying facts. It’s about feelings outweighing facts when people form opinions. A claim that aligns with someone’s identity or worldview tends to resonate more than one that’s grounded in data. That doesn’t mean people are irrational—it just means they’re human.

Social media echo chambers, partisan messaging and information overload have all contributed to this shift. In many cases, audiences are less interested in “What happened?” and more focused on “How does this make me feel?”

For those of us in communications and PR, this shift demands new fluency—not just in data, but in empathy, values and the psychology of belief.

Why Facts Alone Aren’t Enough

You’ve likely seen it firsthand: A perfectly sourced media statement gets ignored. A press release full of accurate information struggles to land. The problem isn’t the truth, it’s the framing.

Psychologists call it the backfire effect: When people encounter evidence that contradicts their beliefs, they often double down instead of changing their minds. It’s not about hating science. It’s about protecting one’s identity.

Facts don’t land when they feel like attacks. They land when they affirm shared values and invite curiosity.

Persuasion vs. Manipulation

Persuasion is about influence with integrity. Manipulation is about control. In a world that sometimes rewards sensationalism and outrage-farming, the line can blur. But PR teams have a responsibility to keep that line clear.

Ethical persuasion respects the audience’s autonomy. It uses emotion to connect, not to deceive. Ask yourself:

• Am I honoring the full picture, or selectively framing?
• If my audience saw how this message was built, would they feel respected?
• Does this communication empower or exploit?

The goal isn’t to sterilize emotion. It’s to use it responsibly—in service of clarity, not coercion.

Practical Tools for Ethical Influence

So how do modern PR professionals persuade without crossing the line? A few key strategies:

Frame Messages Around Shared Values

Start with what your audience already cares about. For example, instead of, “We must reduce emissions,” try “Protecting our community means leaving a healthier world for our children.”

Use Storytelling with Integrity

People remember stories, not statistics. Anchor facts in real-life stakes. Show how policies or events affect people on the ground—not just in theory.

Partner with Trusted Messengers

If your voice doesn’t carry weight with a particular audience, find someone whose voice does. Influence flows through relationships.

Anticipate Pushback, Don’t Avoid It

Craft responses that build bridges. Acknowledge concerns. Offer context. Treat objections as openings, not threats.

Simplify, But Don’t Oversimplify

Clear beats clever. But clarity should never come at the cost of nuance. Aim for understanding, not slogans.

In every case, the goal is the same: Meet people where they are, then guide them to a more informed place—without forcing the journey.

Reframing the Role of PR in a Post-Truth Era

Public relations has never been just about promotion. At its best, it’s about connection, clarity and credibility. In a fragmented information landscape, PR professionals have the opportunity—and the responsibility—to become trusted guides.

That requires more than facts. It requires infrastructure.

Broadsight helps teams maintain message consistency across channels, track how narratives evolve and ensure every response aligns with organizational values. In a world where trust is scarce, Broadsight helps you build it, one well-crafted message at a time.

The Bottom Line

Facts still matter. But today, they need better delivery.

Modern PR isn’t about choosing between truth and persuasion. It’s about learning to communicate truth through persuasion—ethically, strategically and with empathy.

Because the real challenge isn’t telling the truth. It’s getting people to believe it.

Every message you send either builds trust or erodes it. Broadsight helps teams do the former—with the tools, context and consistency to lead in a post-truth world. Clarity is the new credibility. See how Broadsight keeps your message aligned at broadsight.ca.