"When we publish things on social networks, we are presenting a version of ourselves; we need to show an image. The problem arises when we believe our posts more than our real life, or when people compare themselves with others based on what they publish.” So Johanna Fawkes, a public relations researcher at the University of Huddersfield (United Kingdom), argued at the University of Navarra.

The expert spoke along these lines at the international conference entitled, “Truth: Expectations Fulfilled and Defrauded,” organized by the Institute for Culture and Society (ICS) of the University of Navarra with funding from the Spanish Ministry of Economy and Zurich Insurance.

Social networks and public relations

According to Fawkes, social networks "have not changed anything and, at the same time, have changed everything in public relations." This is because years ago, she explained, the profession was based on connecting with journalists, customers, and other people. "Networks have always been important," she maintained, "but now they are virtual and one’s reach is less clear."

On the other hand, she commented that another change, the acceleration of processes by streamlining communication channels, has emerged. "The use of traditional strategies, with traditional media for traditional audiences, is bound to fail because the world is complex and in need of new fluidity," she stressed.

Regarding the future, the researcher pointed out that it will be "disorderly, unpredictable and confusing," which is why she proposes education as a solution: "It is important that university students are taught to develop critical thinking."In this way, she asserted, students will not believe everything they are told, without becoming cynical.

Johanna Fawkes argued along these lines at the ICS conference entitled,“Truth: Expectations Fulfilled and Disappointed,” co-organized by the Emotional Culture and Identity project and the Public Discourse project. Other speakers included Franca D'Agostini, of the State University of Milan (Italy), and Jorge Bustos, Chief Opinion Editor at the Spanish newspaper El Mundo.