Just when we got a handle on dealing with social media crises, we got hit with #alternativefacts.
Fake news is not new—we’ve gone from buying tabloids at the checkout counter to sharing fake news on social media. The public appetite for scandal and sensational news is not going away.
It’s inevitable that more brands will get caught up in the fake news cycle. After all, even our elected officials are guilty of spreading fake news.
With fake news fooling even experienced news outlets such as the Washington Post, it’s important to take the time to plan for how to fight back if your brand or one of your executives becomes its next target.
Prepare a Crisis Response Microsite
For a great example of rapid response to fake news in action, look at what Vanity Fair did right after the election.