Fake News: How the PR Pros Cut Through the Noise
There’s no doubt you’ve heard of hashtag fake news. It’s a phenomenon that poses a threat to brand reputation as people are not questioning the content they consume.
HOW DOES IT SPREAD?
• Consuming news in a few clicks
The expansion of social media has paved the way for a whole host of misinformation. The algorithms work in such a way that content with more engagement and ‘likes’ gains traction, no matter whether it’s true or false. Therefore more people see it and ultimately believe in it.
• We love a conspiracy!
It’s human nature to gravitate towards conspiracy and lies. Perhaps we want to feel like a part of something bigger, or perhaps it’s just a more exciting read! Either way, if we’re clicking on it, this drives the negative traffic and the truth is relinquished to the bottom of the pile.
• Regulations have taken a back seat
Some social media channels are taking steps to debunk the crazy stories and claims, like Twitter’s fact checker label. However, it is difficult to place too many rules and regulations on social media as this goes against the freedom of expression.
HOW CAN THE PR INDUSTRY TACKLE FAKE NEWS?
• Communication maintenance
We must monitor our brand communication by maintaining a presence across all our social channels. In doing so, we can keep up with brand mentions for our clients and ensure the public perception is positive.
• Crisis management
A solid crisis management plan prepares us for addressing false claims and responding authentically to our customers. How we communicate in a crisis has a direct effect on our audience trust and ultimately the brand’s reputation.
• Working with credible sources
We can practice good habits by choosing to work with authentic journalists and social media influencers. Always verify your sources!
CONCLUSION
Eradicating the fake news phenomenon seems like an impossible task. Instead, we must use our communication skills to control the narrative. If we continue to gain the trust of our audience and put out factually-accurate content for our brands, our reputation will stand strong!
If your brand needs help in communicating with your target audience, reach out to us at info@popcomms.ae