Misinformation and disinformation are not new. But the danger that a company has to engage in crisis communication due to disinformation is much greater because of the widespread use of social media and new technologies such as AI and deepfakes. Just look at the recent deepfake audio of Kamala Harris circulating on X (which was further spread by Elon Musk).
So, your crisis communication plan should definitely include a chapter on disinformation, according to crisis communication experts Jin and Austin. In this blog, we provide you with the tools to prepare for a disinformation crisis.
What types of disinformation exist?
When we think of disinformation, we spontaneously think of information that is incorrect, but that is not always the case. It happens that harmful information is correct, but it is maliciously used or taken out of context. We also distinguish whether the information is intended to cause harm or not.
Based on these two dimensions – is the information correct or incorrect? is it used to cause harm or not? – we distinguish three major types of misinformation:
- Misinformation: Unintentional errors such as incorrect photo captions, data, statistics, or translations. This also applies when satire is taken seriously.
- Disinformation: Intentionally manipulated or fabricated audio/visual content, conspiracy theories, or rumors.
- Malinformation: Intentionally publishing private information for personal gain, such as revenge porn, or altering the context, date, or time of real content with the intention of damaging an organization.
Common Forms of Fake News
The most common forms of misinformation are:
- Satire or parody: there is no intention to cause harm, but some people may not realize it is a parody
- Misleading links: when headlines, visuals, or captions do not match the content of a story
- Misinformation: information is used in a misleading way to frame an issue or person
- False context: genuine content is shared with false context
- Impersonation: existing sources (e.g. news brands) are impersonated
- Manipulated content: when genuine information or images are manipulated with the intention to deceive
- Completely fabricated content: content that is fabricated, designed to deceive and cause harm
Fake news about your company: how to combat it?
Fake news can have quite painful consequences. It can undermine trust in your organization and can cause financial damage in various ways. For B2C companies, one of the risks, for example, is that customers may boycott your company based on false rumors.
The big question we get from customers is: should we let this blow over or not?
The big question is: should we let fake news blow over or not?
Companies are often concerned that they will fuel a rumor by responding to it. Reference is often made to the Streisand effect: Barbra Streisand did not want her villa’s address to be published and initiated a lawsuit, which resulted in her villa becoming front-page news everywhere.
It is an understandable reflex, but often the wrong one. Incorrect rumors can – especially today – linger for years on social media and communities like Reddit. It is important for an organization to explicitly respond to false information, and to include the following elements:
- Beware, false information is circulating
- This is what is wrong about it
- This is the correct information
As Bryan Reber summarizes it: “You have to combat misinformation with the truth and with evidence. Use the channels you have, and make sure people hear the truth.”
You have to combat misinformation with the truth and with evidence.
Bryan Reber
Even when companies do want to respond to false information, they often opt for a “wait and see” approach. We prepare a response, but we wait to send it out – so we can assess whether the false rumor is spreading further. Again, understandable from the same concern. But once again, research shows that this is not always the optimal choice.
Research by Dr. Yan Jin (University of Georgia) shows that reacting very early (“prebunking”) is sometimes much more effective – a bit like “stealing thunder” also works better in crises.
Responding before the misinformation becomes widespread: “prebunking”
In prebunking, an organization chooses to warn in advance about disinformation. This warning serves as a vaccine against misinformation: you arm your audience against false information before they are confronted with it.
Example: your company is planning a major IT operation and warns customers in advance about phishing or other false information that could cause harm. In such cases, it is preferable to immediately provide your customers with reliable sources of information, such as your website.
Example: during the COVID-19 crisis, governments chose to proactively communicate about misinformation by providing accurate information about COVID on their website, such as Brussels
Research shows that this type of prebunking prevents a lot of reputational damage when cases of phishing do occur.
Responding after misinformation has spread widely: “debunking”
If the misinformation has already spread widely, then you need to start “debunking.”
In debunking, you deny the misinformation that is circulating. Research shows that it is important to provide evidence in debunking, but not to focus too much on the false rumors.
By the way: we know from other research that your company’s legal counsel also prefers to keep it short and concise in crisis communication.
How detailed should your denial of fake news and disinformation be?
To refute fake news, there are roughly two options: a simple denial or a more detailed refutation.
In general, it is best to deny misinformation by providing evidence. An exposition of the facts and evidence works better than a simple refutation.
However, there is a caveat: a factual exposition works best in prebunking, before the fake news reaches a wide audience. If too much explanation is given when the fake news has already been widely spread, people will blame you even more.
If you do decide to respond, do it well. Don’t be half-hearted – the truth may eventually catch up with the lie, but it won’t happen on its own. It is best to respond to misinformation via:
- The company’s official website
- Governments and other stakeholders from civil society
- Experts
- Through news media
- Employees
What should you remember about fake news?
- Fake news and disinformation do not just blow over on their own – it is up to you to refute them
- If possible, it is advisable to “vaccinate” people against fake news (prebunking)
- Support your refutation with facts, but do not go into too much detail
- Communicate broadly with your stakeholders, make sure you really reach your audience
Thanks to An-Sofie Claeys and the Netherlands-Flanders Communication Association (NeFCA) for the interesting scientific insights in their seminar on misinformation.
Sources
Jin, Y., & Austin, L.L. (Eds.). (2017). Social Media and Crisis Communication (1st ed.). Routledge. https://doi.org/10.4324/9781315749068
Claire Wardle, First Draft, https://datajournalism.com/read/handbook/verification-3/investigating-disinformation-and-media-manipulation/the-age-of-information-disorder