PR and the growing crisis of fake news

In today’s media landscape, trust is a fragile commodity. Journalists face the increasing challenge of offering truth amidst the daily avalanche of fake information, incorrect data, and baseless claims. The ability to identify misinformation and disinformation has become crucial for both journalists and their audiences.

Drawing of a family watching tv news in the living room

by Manno van den Berg

A 2022 American survey by the Pew Research Center found that 94 percent of journalists view made-up news and information as a significant problem in America today. Additionally, 26% of reporters admitted they had unknowingly covered a story they later discovered was false or inaccurate. It’s difficult to escape the trap of fake news, even for well-trained professionals.

Be part of the solution, not the problem

Meanwhile, public trust in the media is declining to worrisome levels in the U.S., and Europe faces a similar trend. Therefore, reporters need to continue vigilantly scrutinizing the pitches they receive and the sources they use. Tools that help identify accurate information, verify sources, and understand bias will become even more crucial.

The spread of misinformation stems from various sources—from political actors and interest groups to algorithm-driven social media platforms and commercial interests. While PR professionals cannot solve this complex problem alone, we can contribute to the solution by maintaining high standards of accuracy and transparency in our communications and helping journalists access reliable sources and expertise.

The best PR strategy

Why take the time and trouble? Because it’s the right thing to do: be part of the solution, not the problem. But also, in the long run, it’s the best PR strategy. Many journalists see PR as one of the traditional obstacles to discovering the truth and factual stories. As a former journalist, I often preferred dealing directly with company experts rather than PR. However, there were exceptions—when PR professionals consistently provided factual information, trust was built.

While accurate data is crucial, journalists increasingly seek access to genuine expertise. They need to speak with professionals who can provide context, interpretation, and deep insights based on years of experience. PR consultants can add significant value by identifying and connecting journalists with relevant experts within their clients’ organizations. These subject matter experts can provide the depth and authority that make stories more compelling and trustworthy. This approach also helps build lasting relationships between companies and media outlets, as journalists come to view organizations as reliable sources of both data and expertise.

Of course, PR is a tool for companies to get their messages out and further their interests. But it is possible to do this with integrity and facts. Any other policy won’t work in the long run.

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