How to Handle Misinformation in Public Relations

How to Handle Misinformation in Public Relations

Did you know that over half of the world’s population is active on social media?

As a society, social media connects us.

It serves as our source of entertainment, and oftentimes, a news source.

While the benefits of social media are plentiful there are also downsides.

One of the most common is how quickly misinformation spreads.

A single post can catch fire and before you know it, more people than you can count have latched onto the supposed story.

The more shares a story gets, the more believable it becomes. This snowball effect of misinformation has created an ongoing problem for public relations (PR) professionals.

Though misinformation poses quite a challenge, it’s one that can be managed when handled properly.

In this blog post, we cover:

• What is misinformation?
• 6 strategies for PR professionals

What is misinformation?

Merriam-Webster succinctly defines misinformation as “incorrect or misleading information.”

Though the idea of misinformation isn’t new, as we mentioned before, the internet and social media have amplified its negative impact.

When misinformation spreads, it has the potential of compromising trust, damaging an organization or individual's credibility, taints the public’s perception and more.

All of these consequences pose an uphill battle for PR professionals to manage the crisis at hand.

To do this, we’ve outlined six strategies to mitigate misinformation.

6 Strategies for PR Professionals

Proactive Monitoring

It’s reported there are around 4.8 billion social media users around the world. So, it might not come as a shock that social media channels are typically where misinformation starts and spreads. That’s why it’s critical for PR professionals to carefully monitor social media to stay on top of emerging narratives and false information. The quicker you detect misinformation, the faster you can diminish any adverse effects.

Build Trust with Transparency

An antidote to misinformation is trust. When people trust a brand, they’re less apt to jump to conclusions when a fake news story spreads. 

PR professionals should build all their communication efforts on the pillars of authenticity and transparency. 

The more transparent a business is in sharing information about its processes, decisions, and challenges, the stronger the foundation of trust it builds with its audience.

Lean on Influencers

Partnering with influencers and thought leaders is a powerful strategy PR professionals can use. Influencers and industry thought leaders can provide support for the brand by amplifying accuracy and negating any false narratives that arise.

Crisis Communication

Every brand, no matter its size or industry, should have a crisis communication plan in place. This plan should include proper protocols for identifying, analyzing, and addressing misinformation with the public. The swifter the response, the better the chances are of long-term reputational damage.

Check out A Guide for Crisis Communication Planning for more information!

Fact-Checking Processes

Create a fact-checking process within your organization when sharing content. This process should include multiple layers of checks to ensure that information is correct and accurate, so your brand remains a reliable source for the public.

Use Technology

While technology can fan the flame of misinformation, it can also be used to snuff out the fire. PR professionals should invest in media monitoring technology to help them monitor, detect, and mitigate false information.

As the battle against misinformation wages on, PR professionals can keep these tips in mind as they work to keep the truth and their brand’s credibility in a positive light.