Breakout session

Communicating in an era of self-validating facts

The 2016 US presidential election was our latest reminder of frustrating, sickening zeitgeist: We live in a post-fact era. But let’s ask: did we ever really live in a *fact* era? Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand—ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Now, Mark Sanford is back as a senator and lies seem to matter less … not to brands, but to their audiences. Emotion replaces logic. So how do you develop rapport when your audience tests proof points against their own convictions?

Learn how to bring wisdom and brands to the masses with authoritative content that navigates the new challenges:

  • Can you use content to validate fact if “truthiness” trumps truth?
  • What content types can help you harness opposing perspectives without ceding to false equivalency?
  • How can you empower audiences to embrace the courage of their convictions on your behalf?

Who should attend: Content strategists, writers, and marketers who are interested in the way people communicate and perceive truthfulness.

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