On the Record

The argument, on the record.

Published writings by Mac Worsham, founder of The Veritas Continuum™, and the firm’s own announcements.

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Opinion · Institute for Public Relations · September 25, 2026

The machines got faster. Trust didn’t. (opens in a new tab)

A convincing deepfake can be made, believed, and covered in a single day, while trust is still earned at human speed. The piece makes the case that the answer is evidence: a running record of whether what an organization says and what its audiences experience still agree.

Read the full piece at the Institute for Public Relations (opens in a new tab)

Opinion · PR Daily · September 16, 2026

Only trust gets graded on vibes (opens in a new tab)

Organizations measure cash daily and engagement quarterly, but rarely the trust that underwrites both, until it fails. Drawing on lessons from the pandemic years, the piece sets out six practical steps for reading trust the way a business reads everything else.

Read the full piece at PR Daily (opens in a new tab)