Why Misinformation is a Growing Crisis Communication Risk
Crisis communication planning is designed to anticipate and prepare for every type and facet of an issue. This year, we are seeing organizations face a growing challenge: the rapid spread of misinformation and disinformation.
Recently, a Rockford Gray client was falsely accused of mismanagement, and although we would prefer to directly refute the claims, privacy laws and pending litigation limit the client’s ability to clarify its role and provide context.
These misinformation attacks are becoming a modern-day challenge. While we typically see conspiracy theories spread during the absence of information, The New York Times is reporting that “the dump of millions of documents has fueled a new wave of speculation.”
To navigate these turbulent times, it is crucial to implement a robust communication response strategy.
Defining Misinformation
First, let’s get our terminology straight. Misinformation refers to the unintentional sharing of inaccurate information, whereas disinformation is the deliberate dissemination of falsehoods intended to mislead the public. Both can emerge from various sources, including social media, news outlets, or disgruntled individuals. It is important to recognize the distinction when crafting effective responses.
Proactive Monitoring for False Information
Early detection is vital. Invest in media monitoring services to stay ahead of potential threats. Set up Google alerts and utilize platforms like Meltwater, Mention, or Awario to track mentions of your organization, leadership, and relevant keywords. Engage with employees and customers who can provide insights into emerging narratives, positioning your organization as a credible source of information.
Developing a Crisis Response Strategy
When false information surfaces, the first step is to evaluate its impact. Is it misinformation or disinformation? If the false narrative is gaining traction, a timely and measured response is critical. Develop clear messaging that addresses the false claims, backed by data and empathy. Engage with the source, if appropriate, to correct the narrative and request retractions where possible.
Empower Employees and Stakeholders
Ensure that your employees are informed and equipped with talking points to address misinformation confidently. For instance, conduct training sessions that educate your team about the importance of accurate information and how to respond to inquiries. Communicate transparently with all stakeholders, reinforcing your organization’s commitment to factual accuracy.
Building Trust During a Crisis
To counter misinformation effectively, establish your organization as the go-to source for factual information. This could involve creating a dedicated section on your website for FAQs or updates that address common misconceptions directly. Use social media to share verified information regularly, fostering a community of informed followers.
A Proactive Approach
As organizations increasingly navigate new challenges, prioritizing a proactive approach to misinformation and disinformation will safeguard your organization’s reputation, ensuring that you remain a trusted source of information in an increasingly complex media landscape. By understanding the terms, monitoring actively, crafting thoughtful responses, and empowering your stakeholders, you can mitigate the risks associated with false information and maintain control over your organization’s narrative.
Rockford Gray provides crisis communication consulting and media training for executives to help organizations respond effectively during high-stakes situations.
For more help and resources to enhance your crisis communication strategy, contact Rockford Gray.
About the author: Jennifer Miller is a seasoned media trainer and public speaking coach with over 15 years of journalism experience, including seven at CBS News. Known for her disarming style and challenging questions, she reported on major events like the Olympics, 9/11, and Hurricane Katrina. Her firsthand understanding of how reporters think makes her an exceptional crisis management counselor. At Rockford Gray, she coaches clients on media, presentation, and crisis response. Jennifer holds a master’s in Organizational Leadership from the University of Denver and a journalism degree from the University of Minnesota. She is certified in crisis communication and is a sought-after speaker.