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Misinformation is all over the internet and is spreading faster than ever with the help of social media. As a result, it’s unsurprising that so many of us get swept up in inaccurate or fictitious stories.
According to a new Office of Communications (Ofcom) study, four-out-of-ten UK adults have encountered misinformation or deepfake content in the last four weeks. Most respondents (71 per cent) said their encounter with misinformation occurred online.
We all likely know friends and family who have been misled by a deepfake video or convinced by fake news articles. However, the prevalence of misinformation in our daily lives becomes a more significant challenge when it spills over into our professional lives.
Here are three strategies PR and communications professionals can implement to help a misinformed client.
Examine the origin of the information and clarify why it is incorrect.
Often, when we hear someone say something incorrect, we are quick to correct them. We reject people’s ideas and overlook why they may have believed in these stories in the first place.
Instead of ‘being right,’ it is necessary to ask open-ended questions and help the client reach their conclusions using trusted facts and evidence. An effective way to show clients that their proposal is based on misinformation is to identify the source’s origin. Checking the source’s credibility helps the client understand that this misinformation can harm their brand and mislead their audiences.
Most people are open to and value constructive feedback. Instead of telling them they’re wrong, it is important to show them why the presented information is inaccurate so they can reach their own conclusions.
Identify client objectives and propose alternative approaches to achieve them
Clients may suggest a misleading story or incorrect statistics for any number of reasons. It could be because the story had a captivating headline, or the statistic spotlights a relevant issue that aligns with their expertise. Regardless of the reason, it’s up to us to understand our client’s objective and suggest different approaches to achieve them.
For example, instead of using incorrect statistics, we could find an equally powerful alternative from a credible source. If this is still not possible, it may be worth considering commissioning a survey to build a story around those findings.
Instead of hijacking a misinformed new story, it is helpful to understand the client’s goal and the message they’d like to share with their audience. Once this is established, we can help them achieve that goal by developing new pitch angles and talking points to address that topic. Although this might not produce immediate results, it is essential for achieving the client’s long-term goals without compromising the brand’s reputation.
Tips on delivery
A strong relationship with clients is crucial in the PR and communications industry. When trust has been built up over time, it makes it easier to push back against ideas and assures the client that you have their best interests in mind. That said, if the relationship is new or trust has yet to be built up, it is necessary to take a thoughtful approach to challenge their ideas and opinions.
Pushing back against a client requires thought and consideration. It is essential to share your perspective and use ‘I’ when communicating to show them you’re engaged in the conversation rather than it being a lesson.
Framing your perspective gently by saying things like ‘I saw something similar online but after some research, it turns out that’ ensures your points are well-received and takes the sting out of being corrected. Acknowledge, understand, and suggest solutions are the critical first steps when challenging a client.
The growth of misinformation has made it increasingly challenging to decipher fact from fiction online. The damage that the dissemination of false information can do to a brand is substantial, so it is incumbent on all communications professionals to be aware of this and protect their clients against its spread.
Thinking ahead
In the case that a client asks a PR to use misinformation, it is up to us to explain why this information is incorrect and provide alternative solutions to help the client achieve their objectives.
Although this may seem obvious, ensuring we do so respectfully is crucial to developing a trusting and long-lasting relationship with the client.
Image: Philip Strong / Unsplash
