ABSTRACT

This is the concluding chapter of the book, which set out three issues to be addressed concerning the post-truth style of public relations (PR), its scope, and its practice. The chapter presents notes that are intended to draw a close by summarising some answers to these three questions, drawing upon the discussion and examples from other chapters of the book. The social conditions of post-truth, digital disinformation and partisan publics have changed both the context in which PR work gets done and also the practice of PR itself. The changes are profound and the field could benefit from a new grammar to support discussion of the wake that these early examples of post-classical PR have already left behind and are still generating in the form of waves of harmful and divisive discourse in society. Digital confections, such as the promotional presence of Kylie Jenner, look viable and are engaging to audiences, but are essentially inauthentic.