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The year ahead for Public Relations by Sunil John, founder and CEO of ASDA’A Burson-Marsteller

From our grandest political offices to our oldest news organisations, the erosion in public trust in our institutions rapidly accelerated in 2017. In the age of the algorithm, the past 12 months saw what happens when organisations value ‘clicks’ over all other concerns.

The US is witnessing ‘rule by Twitter’ as the President breaks down the traditional barriers to reach his public directly, but with scant regard to facts. The media doesn’t score much better: however much we feel Michael Wolff’s Fire and Fury rings true, the book is littered with basic errors and resembles something more akin to a thrilling novel than sober fact-based journalism – something we’ve also se


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