Fake news - a risky business

There a repeated comment about learnings from Covid that is revealing about the times we live in. It isn’t about the smallest of the world, transmission rates or the importance of good hygiene. No; it is about how the risks to the population come from the spread of ‘disinformation’.

Conspiracies have been around for ever. Poor old Julius Caesar suffered the sharp end of one and there are plenty of other examples through history. But the extent and speed of sharing what is often called ‘Fake News’ and or could be better described as conspiracy theories is unprecedented.

 Even at the beginning of the pandemic, at the 2020 Munich Security Conference the Director General of the World Health Organization commented on the concern that ‘the levels of rumours and misinformation that are hampering the response’ and ‘we’re not just fighting an epidemic; we’re fighting an infodemic. Fake news spreads faster and more easily than this virus and is just as dangerous.’

Unfortunately, good journalism, the natural counter to fake news, has suffered because there is a growing lack of trust in the media. Why is it that the BBC is currently advertising itself as impartial? It’s not just because it is publicly funded, it will be because there is a commonly-held perception that it is parti pris.

For someone bring a new product or service to market it presents a risk. The spread of disinformation can create confusion and mistrust amongst the very audience needed for business success. Fake news can quickly spread and cause harm, making it crucial for communication professionals to present evidence accurately and build trust with stakeholders.

Here are some strategies that can be effective:

1.       Transparency and Honesty: Being open about your product or service, including its strengths and weaknesses, can help build credibility. We all appreciate honesty and are more likely to trust a brand or person if they are upfront.

2.       Consistent Communication: Regular and clear communication with your target audiences helps maintain a connection and builds trust. This includes updating them about new developments, addressing their concerns and being responsive to their feedback.

3.       Quality Assurance: Ensuring that your product or service meets high-quality standards consistently can help build trust. Customers are more likely to trust a brand that delivers on its promises.

4.       Testimonials and Reviews: Sharing positive feedback can help build trust with potential customers or clients. Third party endorsements, testimonials and reviews provide evidence that your product or service is reliable and effective.

5.       Building Relationships: Engaging with your audience on a personal level can help build trust. This can be done through personalised communication, inclusion or showing appreciation for their support.

Addressing Misinformation: Actively addressing any misinformation or fake news about your product or service is crucial. Providing accurate information and correcting false claims can help maintain trust with your audience. But don't think doing it once on your usual channel is enough. People tend to operate now in 'echo chambers'. There will be more about this in a future blog!