How does misinformation spread and what can we do about it to stop a crisis before it starts

By Chantell Crawford

Chantell Crawford reminds us that as technology evolves, the way people obtain information and communicate has transformed, with social media and cell phones providing instant access to information that was previously available only through traditional media, though this convenience also risks the rapid spread of misinformation.

As technology has continued to evolve, so has the way that people obtain information and communicate with one another. The emergence of social media and the constant use of cell phones in people’s daily lives provide them with the convenience of accessing information from wherever they are. Information that in previous years would’ve been obtained only through traditional media such as broadcast news, the radio, or the newspaper is now accessible in a matter of seconds from their hand-held device. Although this level of quick access is positive in the sense that it connects people around the world to trending and breaking news, it also has its downside of spreading information that may not be true to the masses.

Misinformation often starts with allegations that have not been denied by the parties involved, which leads to the public coming to their own conclusion through speculation. With the widespread use of social media, in combination with traditional media, it is easy for false information to spread to the masses and for it to become widely believed. Speculation that goes unaddressed can quickly become detrimental because public perception plays a pivotal part in a person’s and/or corporation’s reputation and continued success. Once trust has been lost by the public it becomes increasingly difficult to regain as time goes on.

The professional communicator’s role is to help maintain a positive public perception for their client and stop a potential crisis before it takes place. This is best done by acknowledging rumors that can be damaging to their client as soon as possible. Acknowledgement can take form in many different ways such as an official statement being released, a sit-down interview with a reputable news source, a social media post or more. It is the communicator’s role to decide which avenue best articulates their client’s position in a way that is not only honest and impactful, but provides a sense of reassurance to their community and supporters.

Communicators want their client’s community to know that they can continue to support them because they’re honourable and trustworthy. The information provided in regard to the issue should be strategic and well planned as communicators don’t want extra information provided that could lead to more questions or scrutiny. For example, during an interview, a professional communicator can advise that their client will only be answering questions related to the topic at hand. The correct approach is just as important as addressing the issue itself because as a communicator you want to ensure that your client comes across as genuine and authentic to the public.

Taking a proactive approach to misinformation is the best way to stop a crisis from taking place. It lets people know that your client is self-aware enough to know the conversation that is surrounding them and that they care enough about their supporters to address their concerns. Not only does this help debunk the misinformation that has been spread, it de-escalates any crisis that could come from ignoring it.