University of Kwazulu-Natal

5 Strategies For Combatting Misinformation Disinformation And

Bonisiwe Shabane
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5 strategies for combatting misinformation disinformation and

Insights from PR Daily’s Media Relations Conference. Patrice Smith is a lecturer in the Department of Journalism & Public Relations at California State University, Long Beach. Connect with her on LinkedIn or follow her on X. As lies and rumors spread across the internet, the terms “misinformation” and “disinformation” have become part of communicators’ lexicon. Although many professionals and consumers attribute this issue to the advancement of technology such as social and AI tools, the Public Relations Society of America (PRSA)’s special report, “Tackling Misinformation: The Communications Industry Unites,”... According to the PRSA special report, the terms misinformation, disinformation and malinformation are defined as:

As public relations and communications professionals, we must uphold high ethical standards to effectively combat misinformation by adhering to the PRSA code of ethics. How can local government leaders counter the misleading and inaccurate messages that often dominate our information channels, especially after a disaster or when there’s a public health crisis? Explaining the problem and potential solutions, Eileen O’Connor, senior VP for Communications, Policy, and Advocacy, the Rockefeller Foundation, spoke at the National Homeland Security Consortium meeting in January 2024. Factors that have led to an increase in misinformation and disinformation include the ascendency of cable talk shows, new technologies, and the profit motive. The spree of buying and consolidating media outlets by large corporations has driven the effort to increase cash from ads to the bottom line. It also has led to cost reductions and the elimination of traditional reporting jobs, as well as newspapers themselves and news bureaus for those that remain.

Broadcast news field coverage has often been replaced with talking heads and opinion shows for the same reason—it costs less. As more people turn to the Internet for news and information, targeted ads and algorithms have become ways to spread false information or even to recruit terrorists. As a result of all these changes, people are less inclined to trust government and often turn to other sources of information in an emergency. To find those trusted messengers, O’Connor urges leaders to think about who they talk to on a daily basis, noting that it is important to build strong networks with a wide range of people... In an era when AI and ChatGPT are flourishing, the importance of media literacy is growing, she notes. The Pervasiveness of Misinformation in the Digital Age

In today’s interconnected world, social media platforms have become primary sources of news for many. While these platforms offer unparalleled convenience in accessing and sharing information, they have also become breeding grounds for misinformation and disinformation. The ease with which false narratives can spread poses a significant threat to democracy and fuels societal polarization. Understanding the difference between misinformation, which is unintentionally inaccurate, and disinformation, which is deliberately misleading, is crucial in combating this digital epidemic. The American Psychological Association highlights the human tendency to share information that aligns with personal beliefs, evokes strong emotions, or appears novel, regardless of its veracity. This inherent bias contributes to the rapid dissemination of false narratives.

Navigating the Digital Minefield: Strategies for Identifying Misinformation To counter the proliferation of misinformation, individuals must adopt critical thinking skills and become discerning consumers of online content. Dr. Joshua Scacco, director of the University of South Florida’s Center for Sustainable Democracy, advocates for "information skepticism." This approach encourages individuals to verify information from multiple sources before accepting it as truth, particularly if... Scacco emphasizes the importance of skepticism without succumbing to cynicism, maintaining a balanced approach to online information. This involves questioning the source of the information, its publication date, the author’s credibility, and the overall tone and context of the content.

Critical Questions for Assessing Online Content The proliferation of false and misleading information online has become a defining challenge of our time. While the rapid advancement of technology, particularly social media and AI, has undoubtedly amplified the spread of misinformation, the root of the problem lies in human behavior, not technological progress. The Public Relations Society of America (PRSA) emphasizes this crucial distinction, highlighting that even without the digital ecosystem, misinformation would continue to circulate. Understanding the nature of this "infodemic" and implementing effective strategies to combat it is crucial for individuals, organizations, and society as a whole. A key starting point in tackling this issue is establishing clear definitions.

Misinformation, as defined by the PRSA, refers to the unintentional spread of false or inaccurate information, stemming from ignorance or misunderstanding. Disinformation, on the other hand, is a deliberate act of creating and disseminating falsehoods with the intent to deceive and cause harm. Finally, malinformation involves the manipulation of truthful information or events, often through recontextualization or exaggeration, to inflict harm. These distinctions are critical as they underscore the varying degrees of intent and potential impact associated with each type of misinformation. For organizations, navigating the treacherous landscape of misinformation requires a proactive and multifaceted approach. Internal clarity and consistency in messaging are paramount.

Every member of an organization, from top leadership to entry-level employees, must understand the key messages and how to communicate them accurately externally. This can be achieved through readily accessible messaging documents and regular communication updates. This internal alignment prevents the inadvertent spread of misinformation within the organization itself and ensures a unified external voice. Furthermore, rigorous fact-checking and source verification are essential. The rapid spread of false news online, often outpacing the dissemination of factual information, necessitates meticulous scrutiny of all information before it is shared. The MIT study highlighting the faster propagation of false news on platforms like X (formerly Twitter) underscores the urgency of this practice.

Public relations and communication professionals bear a particular responsibility in this regard, as their work directly shapes public perception and understanding. Building a culture of media literacy within organizations is equally crucial. Regular training sessions for employees on identifying misinformation, understanding its various forms, and recognizing emerging threats are vital. These sessions should empower employees to critically evaluate information they encounter and prevent the unwitting amplification of false narratives. Coupled with these training efforts, a robust crisis communication plan is indispensable. This plan should outline clear protocols for addressing misinformation and protecting the organization’s reputation in the event of unexpected crises.

Preparedness and a swift, informed response can significantly mitigate the damage caused by misinformation. EmberOT solves critical infrastructure security challenges by meeting organizations where they are today. Where predecessor solutions are hardware-dependent and cost-prohibitive, EmberOT’s software-based sensors remove those barriers and help organizations monitor and defend their environments NOW while illuminating a path to the FUTURE. That’s why adopting proactive digital communications strategies is vital to ensure your organization has the tools to fight disinformation. In this article, I outline five proven communications strategies to help you fight disinformation online. While the COVID-19 pandemic exposed our vulnerability to disinformation and the need to react quickly to new events, the advent of artificial intelligence (AI) and deep fakes creates a perfect storm, increasing the speed...

Today, recent studies show that over 75% of consumers are concerned about misinformation from AI. However, when it comes to finding out the truth, trust in traditional media is at an all-time low, with the Edelman Trust Barometer 2023 showing that both government and media are increasingly seen as... “A shared media environment has given way to echo chambers, making it harder to collaboratively solve problems. Media is not trusted, with especially low trust in social media,” concludes the Edelman Trust Barometer. Such a lack of trust is leading many people to search for independent or alternative sources for information. “Tackling the various forms of information disorder is now a priority issue for many, including strategic communicators who are looking to build and maintain trust,” said Alexander Buhmann, Associate Professor of Corporate Communication at...

“As new platforms and AI-driven tools are set to further exacerbate these challenges, the search for ways to achieve purpose-driven and authentic stakeholder engagement will occupy practitioners and researchers alike.” AI makes it easier to create disinformation, false or decontextualized content, and to spread it quickly through existing channels. (Photo: Canva) In an information ecosystem where misinformation circulates faster than fact-checkers can respond, increasingly precise and efficient tools are needed to verify content, detect hoaxes and understand how false narratives spread. The following list brings together five tools that media outlets and fact-checking organizations use for tasks ranging from tracking disinformation and analyzing its dissemination patterns, to recovering deleted content and analyzing audiovisual material. Fact Check Explorer allows users to insert a phrase, piece of data or a link to check if someone has already verified it.

(Photo: Screenshot) Google has developed an ecosystem of fact-checking tools, some for fact-checkers specifically and others for the general public. The flagship tool is Fact Check Explorer, a specialized search engine that compiles claim reviews from multiple fact-checking organizations worldwide, including Chequeado (Argentina), Bolivia Verifica (Bolivia), El Sabueso (Mexico) and Cotejo.info (Venezuela). Insights > Social justice > Combatting disinformation The scourge of disinformation, misinformation, and "fake news" has had a massive influence on many recent events. These include the COVID-19 pandemic, Russia's War in Ukraine, and major political events such as Brexit, the 2016 and 2020 US presidential elections, and the 2014 and 2019 Ukrainian elections.

Now, everyone – even if they're unaware of it – can be part of a disinformation campaign. This could be through engaging with social media bots, sharing manipulated images, or watching "deepfakes" – videos that have been digitally altered through AI (artificial intelligence). Everyone can also help fight disinformation. The question is, how? Your use of JSTOR indicates your acceptance of the Terms & Conditions of Use and the Privacy Policy. Use your account to permanently save your acceptance.

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