South Africa, Dec. 22 -- People are no longer simply overwhelmed by the volume of information - they are overwhelmed by not knowing which information to trust.

The result is a public sphere where cynicism can flourish and facts struggle to be heard.

For the communications and public relations (PR) industry, this is not a passing moment of turbulence. It is a turning point that demands a fundamentally new approach.

A trust deficit that cannot be ignored

South Africa has been grappling with a long-term erosion of trust in institutions, and the numbers confirm this.

Recent data confirms the depth of South Africa's trust problem.

According to the 2023 Edelman Trust Barometer business is now the country's most-trusted institution, while ...