We often underestimate the importance of trust in managing relationships for our clients and organizations as public relations professionals. Being transparent, truthful, and ethical in how we communicate, both internally and externally, forms the foundation upon which we build much-needed trust in our brands, organizations, and products. When that trust is established, navigating misinformation, uncertainty, or a crisis in today’s fast-moving technological environment becomes much easier. These were some of the reflections from our panel discussion on “Truth, Trust & Transparency in Communication in the Age of Technology” at @AfricaPRWeek. I had the privilege of joining fellow communications professionals from Africa and the United States for an insightful conversation on the responsibility we carry as communicators in an era increasingly shaped by technology and AI. It was a pleasure sharing the panel with @Mswenani , @marybethwest and Libe Mohale, and hearing their perspectives and experiences. For me, one key takeaway remains clear: Technology may change how we communicate, but truth, transparency, and ethical practice remain essential to earning and sustaining trust. Once again, congratulations to @Njoki116 and the entire @africaprweek team on an excellent conference and for creating such an important platform for conversations shaping the future of our profession.