A proactive approach to safeguarding your organization.
Misinformation and disinformation can be equally damaging to a brand’s reputation if not addressed with actionable strategies to combat the challenges each of these poses.
“One of the most significant areas we see disinformation campaigns is within politics, but it’s not limited to that sphere,” Tina McCorkindale, CEO and president of the Institute for Public Relations, said. “It can happen anywhere. Disinformation often targets organizations, fabricating information about their operations.”
“Something that originally could have spawned as disinformation can turn into misinformation down the line if people believe it to be true and share it,” she added.
According to its latest survey, IPR finds that 70% of Americans find that misinformation or deliberately biased information is a major problem, aligning with concerns on illegal drug use, federal spending and poverty.
For comms teams and PR pros, understanding how these campaigns inform peoples’ decisions can put a stop, or at least place guardrails, around bad information being leaked.
In order to safely guard your organization, it’s important to take the following steps, McCorkindale said, including:
- Implement monitoring systems: Establish a robust tracking system to monitor mentions of your organization and relevant topics across various media and social platforms. Use tools like Alethia to analyze trending keywords and detect potential misinformation and disinformation early on, McCorkindale said. Carefully monitoring mentions can help put a stop to misinformation or disinformation before it gets out of hand, she said.
- Educate on media literacy: “Information literacy helps employees and the community identify credible sources and encourages better consumption of information,” McCorkindale said. Develop training programs focused on media literacy for employees. This can include workshops or online courses that help team members identify credible sources, recognize misinformation and understand how to effectively communicate in a digital world. This is also important that stakeholders are equipped with media literacy tools. Help them understand where to find credible sources, she added, which leads to the next point.
- Prebunking strategies: Prep your audience for potential misinformation or disinformation by proactively sharing accurate information about topics that may be misrepresented. As an example, McCorkindale said before an election, it’s critical to provide clear, factual details about voting processes and common myths. Become an authoritative voice in your space.
- Establish clear communication channels and collaborate with trusted sources: Create transparent communication that includes FAQs and official responses to address misinformation quickly. Ensure that all stakeholders know where to find accurate information and updates. Partner with reputable organizations, news outlets and academic institutions to strengthen your credibility. Share official resources.
- Engage in community outreach: Host informational sessions or webinars that educate the public about common misinformation topics and teach them how to verify information. “Identify credible sources and be wary of anonymous information. Provide resources that guide people on how and where to find accurate information,” McCorkindale said. If more people are educated on what credible sources look like versus anonymous or questionable information, the less likely they’ll be to keep sharing damaging information.
- Use behavior science techniques: Implement behavioral science theories such as inoculation theory, McCorkindale said. This includes exposing people to small doses of information so they can better resist it later. Do this through surveys or focus groups. By showing people what misinformation looks like regularly, they’ll be more likely to identify it and more prepared to resist it.
- Stay informed of the trends: Keep abreast of the latest trends in misinformation and disinformation by attending conferences, engaging with leaders and participating in research studies about the latest threats. “As technology advances, so does the sophistication of disinformation campaigns,” McCorkindale said.
These kinds of campaigns are becoming increasingly difficult to identify, McCorkindale said. Arming your organization and stakeholders with the threats before they’re exposed can significantly improve crisis situations, she said.
By fostering a culture of media literacy, transparency and proactive communication, PR pros can play a pivotal role in restoring trust and integrity in information dissemination, McCorkindale said.
“The responsibility for combating disinformation cannot fall solely on the government or individual organizations,” McCorkindale said. “It requires a collective effort from all stakeholders.”
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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