This text critically examines the evolving role of PR professionals within the context of the post-truth era. Through an in-depth analysis of scientific literature, case studies, and expert opinions, this research investigates the multifaceted tasks and contexts that PR practitioners face in navigating this complex landscape. A critical examination of the post-truth phenomenon encompasses a detailed exploration of its definitions and manifestations. It investigates how PR professionals are both influenced by and contribute to the dissemination of information characterized by subjectivity and distortion. Furthermore, the study critiques the existing tools and strategies employed by PR professionals to address the challenges posed by the post-truth era. It evaluates the effectiveness and limitations of various communication tactics, such as media relations, crisis communication, and reputation management. By critically analyzing their responsibilities, challenges, and strategies, the research contributes to the ongoing discourse surrounding the ethical and strategic dimensions of PR practice in the face of information distortion and manipulation.