A Long-Standing Issue in a New Form
False information in media has been around for ages and has surfaced repeatedly throughout history. Some of this misinformation was spread due to mistakes, incompetence, or the laziness of individuals who failed to verify the content before sending it out into the world. However, many of these falsehoods were intentionally disseminated as part of disinformation and propaganda campaigns (commonly seen during military operations and the Cold War between the U.S. and the USSR). This intentional chaos in information not only impacts audiences but also the subjects of these misleading pieces.
With the rise of the internet, the number of information channels increased, leading to the creation of online radio stations, and news websites started sprouting up like mushrooms. Soon after, the growing popularity of social media platforms and the near-unrestricted ability of users to share content made it even easier for fake news to spread, posing a real threat to individuals or entities that were targeted.
What Dangers Do They Pose?
According to research conducted by scientists at the Massachusetts Institute of Technology, fake news on social media spreads up to six times faster than factual information. At such a pace, fake news can quickly tarnish or seriously damage someone’s reputation, undoing years of hard work in an instant. The battle against the consequences of fake news is made even more difficult by the slower dissemination of truth compared to false information. Moreover, debunking rumors and false accusations tends to be less sensational, making users less likely to share such clarifications.
The threat is real and affects not only politicians or celebrities, who are often used as fuel by the media but can also significantly harm a brand’s image and business. The impact on a company’s image can quickly translate into financial loss. For example, a brand known for its eco-friendly image might be falsely accused of using environmentally harmful practices. A few sensational headlines and a shared article on social media can create a full-blown PR crisis, which may affect the company’s financial standing. Regaining lost customer trust is not easy, something dishonest competitors are well aware of and may exploit.
Fake news can be equally harmful when it’s not directed at your brand specifically but is instead shared by your company. Spreading misinformation can quickly tarnish your brand’s image and erode the trust of your content’s audience.
How to Protect Yourself?
There’s no golden rule for protection against fake news, but certain actions can be taken to minimize their impact when you encounter them. The approach you take depends on whether the fake news targets you directly or if you unknowingly shared false information through your own channels.
First and foremost, prevention is key. How can this be applied to preventing defamation and false accusations? While you can’t prevent fake news from appearing, you can ensure it fizzles out quickly.
One way to do this is by fostering transparency in your actions and maintaining open communication with customers. Returning to the example of an eco-friendly brand falsely accused of using harmful substances — if that brand had already communicated openly about its production processes and the origins of its products, it would be much easier to discredit the fake news. Users would have access to transparent information provided by the brand to verify the sensational claims.
The second step is media monitoring through the use of appropriate tools. This allows you to easily check what’s being said about you in the media (including social media) and quickly respond when false information is detected. When responding directly to content containing falsehoods, it’s important to think through your reply carefully to avoid making matters worse.
For these efforts to be effective, it’s a good idea to implement a proper communication strategy that will help craft a consistent message. In this process, seeking the help of specialists is worth considering.
How to Combat Fake News?
If the damage has already been done, the cleanup process should start as soon as possible. It’s no easy task but definitely achievable. The goal is to mitigate the consequences as quickly as possible. Once again, transparency and communication with customers are crucial, although this becomes trickier when a brand is suddenly trying to refute claims in the midst of a PR crisis. Responses should be carefully measured to avoid overreacting.
One of the first actions to take is to officially address and debunk the false information through your social media channels, website, or blog. It’s also advisable to support your claims by presenting evidence that disproves the false accusations. The fake news should also be reported through the platform’s in-built reporting tool. Platforms like Facebook, Instagram, and Twitter have procedures for handling such reports.
If the fake news was spread by an external party, such as a news website, it’s advisable to contact their representatives and request the content’s removal, and ideally, a retraction or apology. In extreme cases, you might want to seek the assistance of a lawyer or PR agency to help navigate the crisis.
What if You Shared Fake News?
The best-case scenario is to avoid this situation altogether, but mistakes do happen. If you find yourself in this situation, treat it as an error, and errors should be acknowledged and corrected quickly.
In such a case, it’s not enough to simply remove the false information from your communication channels. You should also openly admit that you shared false content. Apologize to your audience for unintentionally misleading them and commit to taking steps to prevent similar issues in the future.
Stop Fake News — Verify Your Sources
How can you avoid accidentally sharing fake news? It’s surprisingly simple, yet it’s often overlooked by those responsible for content publishing. Always verify the information. Check the source, see if reputable outlets have reported it, and if so, when.
It’s also worth taking a moment to review the content before sharing it and consider what information can be independently verified. A quick Google search for the author’s name or the credentials of any experts mentioned in the material can reveal whether they’re credible. Additionally, checking if the person claiming to be a doctor from a certain university can be found in the institution’s materials or on its website is a straightforward way to verify claims. These basic actions can prevent the spread of fake news and protect your brand’s reputation.
However, such efforts require resources — specifically, someone’s time. If internal resources are limited, it may be worth partnering with an external entity that can assist with planning and implementing your communication strategy, as well as managing and verifying content before publication.
