Is it the job of a communications professional to ‘persuade’ people, or is it to ‘inform’ people?

In a low-trust environment, where even the appearance of self-interested persuasion can be counterproductive, this has become a false choice.

When trust in politics, the media and business has declined rapidly, the winning strategy may be to be disarmingly, demonstrably and visibly trustworthy. This is the Transparency Playbook.

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