Fake news is officially part of our day-to-day lives. As of February 2024, more than a third of news consumers said they encountered “false or misleading information” about key topics within the past week. Fake news spreads misinformation about politics, the economy, international events and (in the post-COVID era) public health.
Gauging the prevalence of fake news and propaganda is easier than measuring its effectiveness, and it can be hard to decipher how many people consume information without realizing it is fake or incorrect. Even consumers who spot fake stories will do so at varying degrees of effectiveness.
Misinformation also affects corporate communications. From deepfakes to spoof accounts, it’s easier than ever for individuals to smear your organization without you knowing – until it’s too late and the disinformation has gone viral. Here’s what your organization needs to know about what can be done to stop the spread of fake news stories related to your brand.
Be Aware of the Latest Misinformation Tools
The internet is constantly evolving and fake news changes with it. The rise of artificial intelligence, for example, has made it easier than ever to create “deepfakes” or digitally altered content that impersonates an individual or brand. Users who don’t know the content is fake will spread the misinformation to their followers, exacerbating the issue.
Understanding how misinformation spreads can help corporate communications teams better monitor for and detect fake news. Here are a few types of fake news to be aware of.
Disinformation: Fake or misleading information created with the intent to cause harm
Misinformation: False, inaccurate, or incomplete information
Imposter accounts: When genuine sources are impersonated to spread disinformation
Manipulated content: When accurate content is edited to convey a different message
Fabricated content: Misinformation that has no bearing in truth whatsoever
For example, when someone used a fake account for Eli Lilly to say, “We are excited to announce insulin is free now,” the message went viral and its stock price fell. This is disinformation through an imposter account. If another user created a news site that looks like CNBC and shared an edited image of Boeing’s manufacturing facility to paint it in a bad light, it would be sharing either manipulated or completely fabricated content.
The days of bad Photoshop are over. Deepfakes look more real than ever, especially as AI gets better at generating images and video. In one study, 70% of people said they “aren’t confident they can tell the difference between a real and cloned voice.” Corporate communication teams need to be aware of how their audiences are being deceived – and how scarily real these deepfakes look.
Monitoring is More Important Than Ever
To spot misinformation, seek it out. Before your team can develop plans to address fake news about your brand, it needs systems in place to catch falsehoods. Unfortunately, only 61% of brands practice social listening, which involves tracking what is said about your company, products, and industry online. Even companies with no reason to worry that they are the targets of misinformation should have basic monitoring in place. Google Alerts offer a free way to keep tabs easily (on a limited basis).
Any company that is worried its brand (or even its industry) might be targeted by misinformation efforts would be wise to invest in more comprehensive listening efforts. Even among brands practicing social listening, their efforts are often inadequate. Basic tools only monitor mentions and hashtags, relying on text-based searches. More advanced options can monitor video mentions and images that talk about a brand. A company might think it’s following online conversations, while completely missing different discussions in other corners of the Internet.
Develop a Communications Response Before Deepfakes Strike
Clear monitoring can help you identify disinformation about your brand, but an established crisis communications plan will allow you to take action. There needs to be a two-fold response to any fake news, manipulated content, or threats to your brand:
Report the accounts creating the disinformation or impersonating your brand
Communicate accurate information with your audiences
Reporting fake or malicious accounts may be harder than you think. You need to identify the original source of the disinformation and any bots sharing it across the web. You don’t want to report innocent web users who fall for the fake news and share it. Additionally, even if you find malicious accounts, getting them taken down can be challenging. Some social media companies are more responsive than others. Plus, the internet never forgets. Screenshots and shared posts can continue to live on the web and hurt your brand.
This is where the second part comes in: directly communicating with your audience and sharing clear, accurate information. Before you act, analyze the situation. You don’t want to fan the flames to raise awareness of a small problem and turn it into a bigger one. A more surgical approach may be in your brand’s best interests. One-to-one communications limited to those who were directly affected, combined with a more proactive approach to corporate communications, may be just what you need.
If the misinformation in question is wreaking havoc and warrants a more aggressive approach, your crisis communication plan should have posts ready across all channels that discuss the misinformation campaign, denounce it as false, and set the record straight with accurate information. These efforts won’t prevent everyone from being fooled, but they allow you to use online platforms to fight back against smear campaigns and do what you can to inform the public.
Consider Joining the Conversation on an Industry Level
When it comes to misinformation, corporate communication often focuses on reacting to deepfakes and parody accounts. However, your company can assume a leadership role in the industry by getting involved to proactively stop the spread of misinformation on an industry level. For example, a solar panel manufacturer could develop a campaign that busts harmful myths about government monitoring or toxic radiation with actual research and data. While these are fringe conspiracy theories, they can gain traction if enough accounts validate them.
Actively taking a role to fight misinformation could turn your company into a respected voice in the industry and a clear advocate for the truth. This could be beneficial for your field as a whole and your business’s reputation. Your brand could rise out of the darkness stronger than ever.
Good Communication Starts With a Great Partner
Monitoring online communication isn’t as simple as it was in the early days of social media. Companies need better tools than hashtag trackers and need to understand the scope of the threats that could harm them. Multinational firms and well-known brands with substantial resources are at risk of losing millions due to deepfakes and other malicious tactics. Brands must take action.
Choose a PR firm that can recommend the right listening tools and develop crisis communication messaging so you’re ready to respond. Start a conversation with our team at PR Return - let’s build an action plan.