Abstract:

The rapid communication environment, formed by the developments in the 21st century communication technologies, and especially social networks, have a significant impact on the spread of all kinds of content to the broad public. The spread of news that is much more emotional than material facts is therefore much faster than in the past and reaches a lot of people. The post-truth age, based on alternative media stories, proportionality and emotionality, also brings new struggles for public relations discipline, which is based on transparency and confidence in their relations with their target masses. How can public relations aimed at building andining long-term relationships based on confidence and facts in their target masses succeed in making themselves and their messages credible in the post-truth era in which facts and confidence are eroded? The answer to this question is probably that the target audience of public relations is also able to access information, analyze the accessed information with a questioning attitude and, as a result, differentiate the true and reliable information with the unreal information. This study aims to open to the discussion of the post-truth period and the contradiction of the ideal nature of the public relations discipline of this period and to reveal how media literature can provide an advantage for both the relations of public relations with the target audiences and how it can provide equipment to individuals.

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