As the year careens toward a close, pundits are pondering how PR will change in 2020.
If you’re keen to keep pace with hot trends and emerging technologies, prioritize these four issues:
Greater vigilance against fake news
Communication professionals should take a more vigilant attitude toward fake news and other forms of misinformation in 2020. Two out of 10 communication professionals in the U.S. and Canada say their organizations have been affected by fake news already, some more than once, according to a survey by the Plank Center for Leadership in Public Relations.
Nearly 60% of the respondents call fake news a “serious threat,” yet few have systems or tools in place to spot or respond to fake news stories.
That will (or should) change next year. More businesses and nonprofits will adopt policies, technical systems and processes to detect and manage fake news and misinformation. More PR teams will use media monitoring services to scour social media, news media outlets and fake news sites for mentions of their brands and products, and more will add “fake news response strategy” to their PR crisis management plans.
A mounting battle against deepfakes