How to strengthen your comms strategy when combatting misinformation or disinformation

When to respond to lies.

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Uncover the Facts sign. Brands needs to be extra cautious when commenting or choosing to not respond to disinformation or misinformation.

Brands have two choices when it comes to answering misinformation or disinformation about them: to respond or not. Misinformation is accidentally getting the facts wrong while disinformation is the intentional spread of lies. The rise of AI has also added to the confusion and noise with deepfakes leaving brands concerned about their response strategies.

During PR Daily’s Media Relations Conference session on Strategic PR and Media Relations: Unlocking Trust in the Misinformation Age, Sally Lehrman, founder of The Trust Project, and Mike Nachshen, former senior director of International Communications at Raytheon Missiles & Defense, spoke about solutions.

“AI changes everything. The scope, the speed, the scale of misinformation. You have to be prepared for AI and what it means to your organization’s reputation,” Nachshen said. “A lot of goodness comes out of it, but keep in mind it’s not just state-sponsored misinformation you have to worry about. Could be a disgruntled employee, could be a bored 15-year-old kid sitting in his basement. It could also be a competitor.”

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