How to build trust in the age of misinformation
The reputation of brands, governments and individuals continues to be challenged as misinformation continue to establish itself in our content consumption.
At the beginning of 2020 in its annual trust barometer, communications agency Edelman highlighted how ‘a growing sense of inequity is undermining trust’ and ‘fears eclipse hope’ for those questioned. The report highlighted how growing cynicism has contributed to a sense of mistrust and seeing Governments and the media as competent. The business community is not fairing better, with ‘84 per cent of companies in a Kroll (Forrester) Global Fraud and Risk Report feeling threatened by the risk of false rumours being fuelled by social media‘.
A bad situation is being made worse by the current #Covid19 pandemic, with people spending more time consuming content online, including from sites and social channels that publish unverified posts.
But how can we fix this and are there ways in which organisations can fight back and regain trust?
I spoke on Zoom to the former Associated Press’s International Social Media and UGC Editor, Online News Association Board (ONA) member and Founder and CEO of Fathm about these issues and how they could be resolved.
In our conversation, we discussed the:
State of the media and journalism landscape
The reputation of public relations and communications
Impact of misinformation on the reputation of media organisations, corporate entities and Governments
Rise of the verification and fact-checking community and the shift in standards and processes in newsrooms
Importance of being transparent with data and statistics, especially with an increase in data journalists in newsrooms
Rise of personalisation of content, especially on messaging apps and what organisations can do challenge misinformation on these channels.
Trust is a precious commodity that drives business.
There is a need to value fact-checking and verification as a senior skill set that helps to build and protects reputation and not just in media organisations but also in corporate or Government newsrooms.
Unlike when social media went mainstream, organisations should not undervalue fact-checking as cheap and handed to junior inexperienced staff. Fact-checking and battling misinformation, whether by media and journalism outlets or government departments and corporate entities, should become part of your organisation’s culture.
If you would like to learn more about managing misinformation and the necessary processes that your corporate newsroom needs then get in touch.
