Jean-Claude Torchia 
When we founded the company 25 years ago, the world of public relations looked very different. Our profession was often equated with publicity—sharing information with journalists, securing coverage in newspapers, on the radio, or on the evening news. There were structured news cycles: the 6 PM broadcast, the 11 PM recap, and a handful of editorial pages. As PR professionals, we built relationships with reporters and editors, and in both good times and bad, we had time to craft a message.
When our clients were faced with a crisis, we could sit around the table with them—since everything was in-person back then, of course—discuss the situation, and often say, “Let’s sleep on it and decide in the morning.” Those days are long gone. Today, if you don’t prepare for a crisis in advance and respond immediately when it happens, you’re done. The narrative will be shaped by others. Transparency is non-negotiable—because if you don’t tell your story, someone else will.
Public relations has never been more critical than it is today. In a fast-paced, real-time world, communication with key stakeholders is essential. Everyone has an opinion, everyone is a pseudo-journalist, and anyone can say anything about an individual, a company, or an organization 24/7.
This reality raises critical questions: When you read something on social media, how do you know if it’s real? How do you know if it’s accurate? As Ronald Reagan famously said, “Trust, but verify.” This principle existed long before the digital age, but it has never been more relevant than it is today. In an increasingly polarized world, algorithms shape the information we see, reinforcing our own beliefs and filtering out opposing viewpoints. If we don’t make the effort to verify facts outside of our curated digital bubbles, we risk distorting our perception of reality—sometimes in ways that cause irreparable harm.
In this environment, the role of public relations has expanded beyond media relations. Companies and individuals must communicate constantly—not just when things are good, but also during challenges. But beyond simply what a company says, who is saying it matters more than ever. What others say about you carries far more weight than what you say about yourself. The voices of customers, employees, and influencers shape reputations in ways that no corporate messaging alone ever could.
Additionally, consumer behavior has fundamentally changed. Today, people don’t just buy products or services—they buy into a company’s values. More than ever, customers make purchasing decisions based on what a company stands for, its ethics, and its social impact. Trust and authenticity are key drivers of brand loyalty. If an organization fails to live up to its stated values, the public will call it out—immediately and loudly.
Our profession is a noble one—perhaps more noble now than ever before. In a world where skepticism and distrust run deep, where misinformation spreads rapidly, and where truth is often questioned, public relations plays a critical role. It is our duty to help organizations communicate honestly, to build trust through authentic communications, and to ensure that facts are not lost in a sea of speculation. Our role is not just to help clients craft their messages, but to encourage them to communicate with integrity. And when required, we must not hesitate to challenge journalists when their integrity is questionable. Journalism is essential to democracy and accountability, but like any profession, it is not immune to bias or agendas. As PR professionals, we must hold ourselves to the highest standards of honesty while also ensuring that the media upholds theirs. If we don’t, we become part of the problem rather than the solution.
No company, no leader, no institution is perfect. Businesses are run by people, and people are inherently imperfect. But those who are transparent—those who engage with their stakeholders honestly and consistently and who are humble enough to admit when they are wrong—will ultimately succeed. The organizations that communicate frequently, openly, and authentically will be the ones that earn trust. And trust is everything.
That is where the future of public relations lies.
When we founded Torchia Communications at the turn of the millennium, we believed in the power of authentic communications to build relationships, shape reputations, and strengthen organizations. That belief has not changed. And today, I tip my hat to my colleagues and all communicators and encourage everyone in this profession to work tirelessly to do our part—to provide the facts to the reader, the viewer, and the listener—so that they, in turn, can make an informed decision. Because, in the end, that is our greatest responsibility.
