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How Trump ripped up the media relations playbook – and what this means for PR folk

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Donald Trump has been in office just over a month but has already broken almost every rule in the press relations playbook used by communication advisers, media trainers and PR gurus for decades.

Instead of telling the truth, Trump has lied with such shameless abandon that a whole new lexicon has had to be invented to describe the parallel universe the president lives in. Post-truth has elevated baloney to the level of the possible, alternative facts are wheeled out to disprove demonstrable evidence and fake news is used as an insult against anyone who dares question the president’s policies.

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Five Takeaways From Reuters’ 2017 Trends Report

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Fact-checking, personalised content, cyber-wars and virtual reality will shape the media world in 2017. These are some of the key predictions from the Journalism, Media and Technology Trends and Predictions 2017 report by the Reuters Institute for the Study of Journalism.

2016 marked the year in which the media itself became news. Post-truth, the Oxford Dictionary’s word of the year, reflects a world where “objective facts have become less influential in shaping public opinion than appeals to emotion.” It also heralded the staggering decline in trust in traditional media.

Here are five takeaways from the Reuters’ report, based on a survey of 143 digital leaders from 24 countries:

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