Five Steps for PR Professionals to Tackle Disinformation and Misinformation
“Fake news” about a company is incredibly dangerous. Whether spread maliciously or unwittingly, “fake news” can cause enormous reputational damage. As guardians of corporate reputations, public relations professionals are on the front lines, obligated to defend against damaging disinformation and misinformation.
Business Wire gathered three experts to discuss the issue and highlight some ways PR professionals can protect and defend companies from the effects of false information. The experts provided valuable insights and practical strategies to help PR professionals navigate the challenges posed by disinformation and misinformation.
Outlined in this guide, discover five essential steps to take control of disinformation and misinformation, ensuring your company’s reputation remains intact in the face of “fake news.”
- Understand motivation: Distinguish between misinformation (shared unknowingly) and disinformation (shared intentionally).
- Know how disinformation spreads: Identify the root cause, as disinformation travels faster than factual information online.
- Start listening: Monitor the dark web and fringes of the internet where disinformation often originates.
- Change your narrative: Prepare by understanding potential threats and planning responses.
- Leverage your support network: Build relationships with credible third parties for endorsements and support.
Featured Experts
Jim O'Leary serves as the CEO of Weber Shandwick’s largest region, North America, where he provides strategic counsel to CEOs and Fortune 500 leaders navigating complex communications and business landscapes. Renowned for transforming corporate affairs to drive substantial business outcomes, O'Leary brings over 15 years of experience from Edelman, where he held various leadership positions, including U.S. Chief Operating Officer, Global Chair of Impact & ESG, and Global Corporate Affairs Practice Chair. He joined Weber Shandwick in 2023 to continue shaping impactful strategies at the intersection of communication and business.
Lisa Seidenberg is an accomplished media relations expert with nearly two decades of experience. She leads strategic media initiatives for top law and professional services firms, overseeing a team known for securing high-profile placements and fostering strong journalist relationships through the Reporter Ambassador Program. Lisa's expertise spans diverse industries including commercial real estate, cybersecurity, and M&A, and she is recognized for her leadership in PR, having been named to the Qwoted 100 and Top Women in PR List for her impactful storytelling and mentorship in the field.
Michael Estevez
Michael Estevez currently serves as Vice President, GPS Communications at Bristol Myers Squibb in Princeton, NJ, overseeing strategy and issues management. With extensive experience in corporate affairs and public relations, including leadership roles at BCW Global and Winning Strategies, he has over two decades of expertise in driving impactful communications initiatives within the pharmaceutical and healthcare sectors.
