Fake news is spreading faster than ever, especially on social media, where information travels quickly. This makes it hard for people to know what is true or false. For PRs, fake news presents a serious risk, as it can mislead audiences and harm a brand’s reputation. PRs play an essential role in fighting false information by sharing accurate content and building trust with the public.
The Growing Problem of Fake News
Misinformation, fake news, and lies are not just today’s problem; they go back… well, forever.
But, with the rise of the internet and social media, the overload of information has allowed unchecked and fabricated stories to flood our newsfeeds.
This makes it increasingly important to be able to recognise false information.
What Does Fake News Mean for Public Relations?
Depending on the misleading information, the reputation of brands and companies can be at risk.
It’s difficult on social media to contact someone and ask them to remove their content, which makes correcting a fake story harder and slower.
What can PRs do? Constantly monitor and listen. You can change the narrative before it blows up by activating a crisis management plan and leveraging the trust you’ve built with stakeholders.
Why Misinformation is So Vast
Why is there so much fake news? Who is benefiting from misinformation?
Anyone can create a website and publish content nowadays. Most websites are easily accessible and free, and so are the fake news sites pretending to bring legitimate information to readers.
Social media is like the wild-west, where everyone is a writer. People can post and share content and do not think much about fact-checking.
These made-up stories serve as propaganda to influence the masses – whether it’s political or a campaign against the brand; this way, the opponent gains a favourable spotlight.
Why It’s Essential to Identify Misleading Information
Misinformation reduces the impact of real news, and don’t we all deserve to know the truth?
When you base your opinion on false news, it damages your credibility, and you may not be trusted in the future.
- It causes confirmation bias, reinforcing your beliefs whether they are right or not.
- Fake news can lead to bad decisions.
- Some false news is dangerous and promotes harmful behaviour.
- Your filter bubble becomes infiltrated by fake news; the more you engage, the more the algorithm will expose similar stories to you.
Why PRs Need to Spot False News
Understanding disinformation helps PRs better prepare and future-proof their crisis management plans.
PRs need to monitor media and spot fake news to:
- Manage and mitigate risks through early intervention
- Shift the narrative to prevent a PR crisis
- Ensure accurate information is consistently communicated on behalf of the brand
- Counter misinformation with high-quality, data-backed content
- Help the public with fact-based information
- Promote transparency and honesty within the media industry
- Turn challenges into opportunities to build public trust
Understanding What Constitutes Fake News
There are various motivations behind creating fake news.
- Psychological drivers: Some people feel empowered by spreading false information, seeking fame or control over the narrative.
- Desire for reassurance: People can often prefer comforting lies over unpleasant truths. This reassurance can be something they want to share with others as well.
- Malicious agendas: Some misinformation serves a purpose, such as promoting a political agenda or swaying public opinion.
- Financial gain: Fake news can be profitable. Think of clickbait videos and sensational headlines designed to attract views and generate revenue.
Each of these motivations contributes to the spread of fake news, making it more pervasive and challenging to confront.
Recognising Credible vs. Unreliable Sources
Fact or fake? You came across a story on your newsfeed, but it looks suspicious.
Recognising credible sources is essential to combatting fake news, which can spread rapidly.
Here’s how you can evaluate a source’s credibility:
- Look for established media sources: Trusted news outlets, magazine publications, academic institutions, and verified experts who are known for their accuracy and expertise.
- Check the journalist’s credentials: Review the journalist’s qualifications and experience. This can provide insight into their reliability.
- Review publication history: See if the source regularly publishes reputable content and maintains a history of transparency.
- Cross-check with other reputable outlets: If the information appears in multiple credible sources, it’s more likely to be accurate.
By honing these skills and watching for tell-tale signs of fake news, PRs can better detect factual information from misleading narratives.
A. Looking at the Journalist’s Credential
Start by reviewing the background of the journalist or author.
Established credentials, such as experience in the field, previous reputable publications, or affiliation with trusted media outlets, lend credibility to their work.
Verified journalists often have a history of accuracy and will likely adhere to journalistic standards.
B. Check the Publication Date
Outdated information can be misleading, especially when it pertains to rapidly evolving topics.
Confirm that the publication date is recent and relevant to the topic. Older sources might not reflect the latest developments or maybe republished to push a specific narrative.
C. Fact-Check with Multiple Sources
Reliable information is usually confirmed and circulated by multiple sources.
Cross-referencing facts across reputable media outlets or fact-checking websites helps confirm the validity of a story and reduces the risk of accepting biased or isolated reports.
D. Look for Evidence and Supporting Data
Credible articles provide evidence, such as statistics, direct quotes, studies, or references to reputable sources.
These details allow readers to verify information and indicate that the author has researched thoroughly, rather than relying on opinions or unfounded claims.
E. Evaluate the Intent and Possible Bias
Consider the publication’s intent and any potential biases.
Sources affiliated with specific political or corporate agendas may selectively present information to sway readers.
Understanding these potential biases helps readers critically assess how the information is presented.
F. Recognise Satirical News
Satirical sources often mimic real news but use humour and exaggeration for commentary.
Being able to identify satire helps prevent mistaking jokes for factual information, especially as these can sometimes circulate as genuine news.
Key Takeaways about Fake News
- Fabricated stories spread quickly on the internet, especially on social media
- Brand reputation can be at risk, so PRs need to monitor the narrative constantly
- Misinformation reduces the impact of fact-based news
- Understanding how disinformation works helps PRs future-proof PR strategies
- Misleading stories are often represented with click-bait headlines
- Recognise credible sources by fact-checking multiple sources, checking author and publication date, recognise bias and satirical tone
- Don’t send press releases with mistakes
- Send correction immediately if you notice mistakes in your press release
- Do not share information from unreliable sources
Recent Examples of Fake News Spreading in The World
COVID 19
The pandemic was a fertile ground for spreading misinformation due to the initial lack of information for credible sources like scientific papers.
False narratives spread quickly as people were trying to warn others as well as they were trying get knowledge and solutions.
The quick change of narratives did not help the situation and people were becoming sceptical, causing anti-vaccine movements.
The War in Ukraine
The Russian government was trying to justify the invasion of Ukraine by proactively using information and unverified narrative in malicious ways.
This information then gets boosted on social media outlets, and keeps spreading because it generates clicks and engagements.
Social Media and TikTok
While social media, in general, provides a platform for spreading false information, TikTok is particularly bad in this way as it exposes users to misleading content soon after joining the platform.
Content is recommended to new members, and the algorithm exposes you to more content based on action.
So, if someone clicks on fake news, they will see more disinformation in their feed.
Frequently Asked Questions
A. What Should PRs Do When They Notice Misinformation in Client's Release
Was it a typo or an exaggeration? Every PR has a role in fighting misinformation. If you twist the narrative too much, you’ll become part of the problem. Don’t send the story to the media until the information is clear and concise.
B. How PRs Should Correct Misinformation in Press Releases
Did you notice an oopsie in the press release after it was sent to the journalists? There are still ways to counteract mistakes. Was it just a typo? Ask for change in online media. However, major errors require a more formal approach.
Depending on the stage, you can still recall the press release. Make sure you notify relevant people, like clients and journalists. If the news has already hit the papers, make sure you send out corrections immediately.
Stay calm and assess the severity of the situation. Monitor media and the narrative, and if necessary, activate your crisis management plan and take legal advice.
Key Takeaways about Fake News
- Fabricated stories spread quickly on the internet, especially on social media
- Brand reputation can be at risk, so PRs need to monitor the narrative constantly
- Misinformation reduces the impact of fact-based news
- Understanding how disinformation works helps PRs future-proof PR strategies
- Misleading stories are often represented with click-bait headlines
- Recognise credible sources by fact-checking multiple sources, checking author and publication date, recognise bias and satirical tone
- Don’t send press releases with mistakes
- Send correction immediately if you notice mistakes in your press release
- Do not share information from unreliable sources
Get started with Roxhill's PR and Media Database today!
Discover the future of PR – easy, powerful, precise. Try Roxhill and start building rewarding connections with the world’s media today!
Get started with Roxhill's PR and Media Database today!
Discover the future of PR – easy, powerful, precise. Try Roxhill and start building rewarding connections with the world’s media today!
