University of Kwazulu-Natal

Pr S Role In The Misinformation Mania Forbes

Bonisiwe Shabane
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pr s role in the misinformation mania forbes

Taazima Kala, Chart.PR, General Manager and Chief Consultant at Hotwire. Remember when working in PR was easy, slow-going and relaxed? Well, me neither, but a girl can dream. Reputation management has always been a core part of the PR playbook, but in today’s world, it’s evolved into something far more complex and, frankly, more urgent. The rise of misinformation and disinformation is rearing a new proverbial head every other day (and twice on certain days of the week), and it means that keeping a brand’s public image intact is... It’s about fighting a fast-moving, often invisible enemy: false narratives that spread online quicker than you can say “stakeholders.” You get the drift.

The issue isn’t new, but the scale and velocity are now staggering. Social media is a double-edged sword: It gives brands a platform, but it also gives anyone with a Wi-Fi signal the power to spark chaos. Statista found that, as of December 2020, nearly 40% of people in the U.S. had shared fake news online without realizing it. It’s unlikely that number has gone down. And now with AI churning out convincing deepfakes and fabricated articles in seconds, the line between fact and fiction is blurrier than ever.

Not all AI is a threat, but it certainly requires guardrails, discernment and a solid grip on reality. In many markets, there are no solid systems to detect or counter false narratives in real time. Even when platforms try, they’re often too late. The damage is done. It’s like trying to gather feathers after throwing them into the wind—near impossible. For PR professionals, the takeaway is clear: Traditional tools aren’t enough.

If we don’t frame the narrative from the outset, we’ll be left scrambling to reclaim stories already hijacked. Reputation management has always been a core part of the PR playbook, but in today’s world, it’s evolved into something far more complex and, frankly, more urgent. The rise of misinformation and disinformation is rearing a new proverbial head every other day (and twice on certain days of the week), and it means that keeping a brand’s public image intact is... It’s about fighting a fast-moving, often invisible enemy: false narratives that spread online quicker than you can say “stakeholders.” You get the drift. The issue isn’t new, but the scale and velocity are now staggering. Social media is a double-edged sword: It gives brands a platform, but it also gives anyone with a Wi-Fi signal the power to spark chaos.

Statista found that, as of December 2020, nearly 40% of people in the U.S. had shared fake news online without realizing it. It’s unlikely that number has gone down. And now with AI churning out convincing deepfakes and fabricated articles in seconds, the line between fact and fiction is blurrier than ever. Not all AI is a threat, but it certainly requires guardrails, discernment and a solid grip on reality. Already have an active account?

Log in here. Or Sign up and get unlimited access to premium articles. Taazima Kala, FCIPR, Chart.PR, General Manager and Chief Consultant at Hotwire. Read Taazima Kala's full executive profile here. Oftentimes, today's idea of thought leadership focuses on views, not perspective. It's time to reclaim its status as a space for lasting knowledge.

In the urgency to manage risk, many brands and businesses forget the one thing that builds resilience from the inside out: simply being human. What can PR pros do when the playing field keeps shifting? Deboshree Sarkar is the Head of Marketing at Titan.ium Platform. The acceleration of generative AI tools has made it easier than ever to fabricate believable yet entirely false narratives. Deepfakes (AI-generated audio, video or imagery that mimics real people and businesses) have emerged as one of the most dangerous tools in the misinformation arsenal. These manipulated media assets can rapidly erode public trust when they target well-known figures or brands.

A single viral clip can ignite widespread confusion and prompt real-world consequences before organizations have time to respond. These false narratives aren’t limited to visual media; they include AI-generated text and fake social media accounts that rapidly spread misinformation. Adding to the challenge is the growing difficulty of distinguishing between authentic and fabricated content. As generative tools become more sophisticated, even trained professionals struggle to detect subtle alterations. For consumers, the line between reality and fiction is quickly blurring, and that uncertainty is precisely what threat actors exploit. Experts across cybersecurity, public relations and digital forensics consistently warn that the pace of technological advancement is outstripping public literacy.

According to a recent report from the World Economic Forum, the spread of AI-generated misinformation is now considered one of the top global risks and is amplified by the erosion of public trust in... To effectively counter this threat, corporate communicators must understand the mechanics of synthetic media and develop the reflexes and infrastructure to respond before falsehoods take root. The most effective defense against AI-generated misinformation begins well before a crisis erupts. It starts with early detection and a solid infrastructure designed to anticipate and counter emerging threats in real time. For decades, the image of a CEO’s office was framed by the steady flicker of stock tickers tracking the Dow and S&P 500—symbols of economic pulse and performance. Today, that glow has been rivaled by another stream of influence: the frenetic, unfiltered scroll of social media.

TikTok trends, Instagram reels, and viral comment-section narratives now carry just as much power to shape public perception—and corporate destiny—as any Wall Street report. In many ways, the battleground of brand reputation has shifted from boardrooms to the digital echo chambers of apps like X. Just look at modern politics: public sentiment is no longer shaped solely by debates or legislation, but by the algorithms driving virality and visibility. The recent public fallout between Elon Musk and President Donald Trump has underscored the profound influence of social media platforms in shaping political discourse and business dynamics. Once allies, their relationship deteriorated following Musk’s criticism of Trump's "One Big Beautiful Bill," a tax and spending proposal. Musk labeled the bill a "disgusting abomination," citing concerns over its fiscal implications and cuts to programs like Medicaid and SNAP.

In retaliation, Trump threatened to revoke federal contracts with Musk’s companies, including SpaceX, which plays a pivotal role in NASA operations. The dispute escalated on their respective platforms—X (formerly Twitter) and Truth Social—with Musk suggesting Trump's name appeared in the unreleased Epstein files, further intensifying the conflict. This clash has had tangible repercussions: Tesla’s stock experienced a significant drop, erasing over $150 billion in market value, while Trump Media saw a decline of approximately $500 million. The feud has also created divisions within conservative circles and Silicon Valley, as stakeholders reassess their allegiances in light of the schism between two influential figures. For business leaders, this episode highlights the critical importance of strategic communication and the potential ramifications of public disputes, especially when amplified by powerful digital platforms. It serves as a reminder of the delicate balance between corporate interests, political affiliations, and public perception in today's interconnected landscape.

In a digital landscape that moves at the speed of light, the rise of fake news has become a significant challenge for public relations (PR) professionals. Fake news presents new and growing challenges to PR efforts, with misinformation spreading rapidly across social media platforms and even traditional news outlets. The growing public distrust of media and the need to safeguard brand reputation have transformed how PR firms operate, making it critical to understand and navigate this new reality. Fake news, often defined as false or misleading information presented as legitimate news, has gained traction due to the widespread use of social media and the internet’s ability to disseminate information instantly. A recent study found that falsehoods reach 1,500 people six times faster than the truth. This phenomenon is not just a problem for the general public but also for brands and PR firms tasked with maintaining a positive image in an increasingly skeptical world.

The ease with which fake news can be created and shared has led to a significant rise in misinformation. A single tweet, blog post, or video can go viral within minutes, reaching millions of people before any fact-checking can occur. This speed and reach pose a unique challenge for PR professionals, who must now be more vigilant than ever in monitoring the digital landscape for potential threats to their clients’ reputations. As fake news continues to expand its reach, public trust in the media has eroded. According to a recent survey by Gallup, 29% of U.S. adults have “not very much” trust, while a record-high 39% register “none at all.” That means nearly four in 10 Americans completely lack confidence in the media.

This growing distrust means that even legitimate news sources can struggle to maintain credibility, impacting the effectiveness of PR campaigns. For PR firms, this distrust presents a double-edged sword. On the one hand, working with credible media outlets is necessary to get clients’ messages across. On the other hand, there is an increasing awareness that audiences may be skeptical of any news, making it harder to build and maintain trust. PR professionals must now go beyond traditional media relations, focusing on transparency, authenticity, and building direct relationships with their target audiences. Misinformation is a growing challenge in today’s digital age, where social media and digital platforms allow for the rapid spread of inaccurate or misleading information.

From viral rumors to false news reports, misinformation can harm a company’s reputation, influence public opinion, and affect decision-making. Public Relations (PR) professionals are uniquely positioned to combat misinformation, leveraging their expertise in communication to build trust, clarify misunderstandings, and ensure accurate information reaches the public. This article explores strategies and best practices for how PR can effectively combat misinformation, offering a comprehensive guide to navigating this complex landscape. 1. Understanding Misinformation in the Digital Age Misinformation is any false or inaccurate information shared without the intent to deceive, unlike disinformation, which is deliberately misleading.

It can spread quickly through social media platforms, blogs, or even traditional news sources. The rapid dissemination of false information can undermine a brand’s credibility and create confusion among stakeholders, making it crucial for PR professionals to address it promptly. Erosion of Trust: Misinformation can erode trust in brands, institutions, and media outlets, leading to skepticism among audiences. Negative Publicity: A single piece of false information can damage a company’s reputation, potentially resulting in lost sales, decreased stock value, or boycotts. A Commitment to Sharing Only Accurate and Truthful Information How PR Pros Can Counter AI Misinformation

How This PR Pro Is Helping Communicate Accurate Election Information Even as Trust in Media Falls, Students Can Serve Public Good Most Americans Consider Disinformation a Problem, Study Finds Clear, concise internal messaging can prevent the organization from sharing bad info. When it comes to successful communication, nothing is more important than being able to trust the messenger. Unfortunately, the world is awash with misinformation and disinformation these days.

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Taazima Kala, Chart.PR, General Manager And Chief Consultant At Hotwire.

Taazima Kala, Chart.PR, General Manager and Chief Consultant at Hotwire. Remember when working in PR was easy, slow-going and relaxed? Well, me neither, but a girl can dream. Reputation management has always been a core part of the PR playbook, but in today’s world, it’s evolved into something far more complex and, frankly, more urgent. The rise of misinformation and disinformation is rearing a ne...

The Issue Isn’t New, But The Scale And Velocity Are

The issue isn’t new, but the scale and velocity are now staggering. Social media is a double-edged sword: It gives brands a platform, but it also gives anyone with a Wi-Fi signal the power to spark chaos. Statista found that, as of December 2020, nearly 40% of people in the U.S. had shared fake news online without realizing it. It’s unlikely that number has gone down. And now with AI churning out ...

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Not all AI is a threat, but it certainly requires guardrails, discernment and a solid grip on reality. In many markets, there are no solid systems to detect or counter false narratives in real time. Even when platforms try, they’re often too late. The damage is done. It’s like trying to gather feathers after throwing them into the wind—near impossible. For PR professionals, the takeaway is clear: ...

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If we don’t frame the narrative from the outset, we’ll be left scrambling to reclaim stories already hijacked. Reputation management has always been a core part of the PR playbook, but in today’s world, it’s evolved into something far more complex and, frankly, more urgent. The rise of misinformation and disinformation is rearing a new proverbial head every other day (and twice on certain days of ...

Statista Found That, As Of December 2020, Nearly 40% Of

Statista found that, as of December 2020, nearly 40% of people in the U.S. had shared fake news online without realizing it. It’s unlikely that number has gone down. And now with AI churning out convincing deepfakes and fabricated articles in seconds, the line between fact and fiction is blurrier than ever. Not all AI is a threat, but it certainly requires guardrails, discernment and a solid grip ...