Public Relations in the Glocal Disinformation Society

Abstract

This latest issue of the International Journal of Public Relations Research focuses primarily on the so-called glocalization of disinformation, a phenomenon that refers to the global circulation of false, misleading, manipulated, or hateful content that is adapted to local realities, thereby increasing its persuasive effectiveness and appearance of truthfulness. Hoaxes and, in general, the discourses and communicative practices integrated into disinformation are adapted to specific cultures, languages, and realities in order to gain legitimacy. This scenario poses major challenges for public relations, which, in its role of sustaining and building bonds of trust—now more essential than ever—between organizations and their audiences, must confront the spread of manipulated narratives at different levels. Public relations is not limited to managing reputations, but also actively participates in strengthening social trust and democratic health.