At the latest presidential press conference Trump repeated invoked the phrase "fake news" and he has been successful in getting his supporters to believe what he says over facts. Even a Fox News poll indicated that 61% of Americans are "very concerned" that fake news is hurting America. John McCain, Republican Senator from Arizona understands that a free press is essential to a functioning democratic society. Without a free press:

"I am afraid that we would lose so much of our individual liberties over time. That's how dictators get started."

You can watch the full clip here.

Unfortunately for us, the Economist Intelligence Agency recently downgraded the US from full democracy to a flawed democracy because of the president's persistence on avoiding facts, promoting fake news and criticizing the press. The criticisms of the press are taking a toll on Americans' trust in the media and this may have major future implications for the public relations industry.

What will the value of public relations be in the future when the public no longer trusts the media and the cache to be quoted in the press is gone?