In an era of “alternative facts” and opinion masquerading as media, the truth can be a hard thing to find. Over at LinkedIn Pulse, dear ol’ Eduflack writes on how New England Patriots QB Tom Brady’s claims that “everyone has different truths” and the recent analysis that President Donald Trump has made more than 2,000 false or misleading claims since assuming office is incredibly dangerous, particularly for the communications profession.

As I write:

No, truth is no longer evident; truth lies in the eye of the beholder. And that should be unacceptable, particularly for communications professionals. For those of us who deal in information, it becomes essential that we prize truth as our most coveted commodity. We should defend our positions and our organizations with all of the zealousness that our positions allow. But we must do so recognizing we can never, ever lie. There may be elasticity in advocacy or in flacking, but there is none in the base truths on which communications and public engagement is based.

Give it a read. I swear it is all true!