Fighting the Infodemic
Misinformation is deadly. Attacks on elections, ginning up violent mobs, false COVID-19 cures, and anti-vaccination movements that jeopardize immunization for deadly diseases are only a few examples of how lies and misinformation can hurt and kill. This is by no means a new phenomenon; in fact, there have been well-documented cases going back to the earliest days of printed news. An example of fake reports that led to violence can be traced back to the 1470s (source: POLITICO Magazine). Combine this with constantly eroding trust in the media which now stands at more than 60% of people having ‘not much trust’ or ‘no trust all’ (Gallup Poll), creating an increasingly skeptical audience.
We are constantly bombarded with false information from malicious actors and even friends and family who are unaware of what they are sharing. To make matters worse, we can now control what information we see and which voices we hear to filter it down to only those we agree with, further amplifying certain ideas and becoming more hardened in our worldviews. It’s no longer about ‘what we believe’… it’s about ‘how we feel’.
The way people consume media reflects on the advertising and public relations industry greatly, forcing us to figure out ways to navigate operating in this hyper-polarized landscape. Many brands are now taking social stands to further promote their values and at the same time sell their products. If we dig a little deeper, however, we as communications professionals can actually improve the situation. So, what can we as communications professionals do to improve the media landscape? How do we manage our jobs on behalf of our clients or the organizations we represent responsibly and ethically?
Start with Education and Training
Media and social media are such integral parts of our lives now that schools should start mandating classes to educate children at a young age on how to determine credible news from fake information. They should also be equipped with critical thinking skills to determine whether what they have in front of them is trustworthy or misleading. To supplement their studies, children should also be exposed to healthy social media usage and consumption habits. An educated and aware generation of youth makes for smarter media consumers as they grow up. We should also start implementing workplace social media training for employees and managers alike to equip them with the basics to protect both themselves and their employers online. Communication professionals at educational institutions, companies, and public institutions should lead the charge to begin educating their communities.
Become Models of Transparency
As a communications professional, you have two bosses: 1) your client or employer and 2) the public. You must effectively represent your client, but you also have an ethical duty to the public. If you lie to the public, even if it is on behalf of your organization, and you get caught, your credibility will take a hit, and then good luck finding another job in the field. Be the role model of transparency and ethics for your organization and the general public. Whether you’re in politics or work for an energy company, maintaining the highest standards of ethics can allow us to create a critical mass of communication professionals who push CEOs, managers, nonprofit leaders, and politicians to be honest creating a shift in the industry and society as a whole.
Support and Invest in Media, and Start Local
One particular role that we need to start considering as communication professionals is to support and invest in platforms that further truth and transparency. Whether through sponsorship or advertising, we need to identify the most trustworthy channels and vet them carefully before giving them any money. Take for example the recent advertisers’ boycott of Facebook for its mishandling of hate speech and misinformation. The boycott served as a warning that the platform needs to change its practices. However, it’s not just social media where you need to consider where your budget goes. Look at other news and media platforms that adhere to high standards and support them (with no strings attached or favorable coverage) so they can thrive and play their role in public life. On the flip side, we also need to pull our ad spends from platforms that pedal in misinformation and hold these organizations accountable. If we also support local reporters within our community, we can diversify the landscape and stop concentrating the power with a handful of players. These local reporters provide a vital service for their immediate community and need that support to be able to maintain their jobs.
Clear Labeling Practices
Many media outlets have made a great deal of money blurring the lines between news and opinion. When they get sued for libel or slander, these same organizations use the ‘opinion’ defense to get out of something they said. If you want to air your opinion that’s all well and good, but label it so people can make an informed decision. The same goes for advertorials, sponsored content, and native advertising; the viewer must be made aware of why a certain product or viewpoint is showing up in an article. While some platforms already do this, others intentionally hide or blur it to make it more difficult for their audience.
Misinformation is creating serious problems in our society. While there are many journalists risking their lives to uncover facts and show the world important stories, many are flying under the radar of opinion to shift public perception on topics for a slew of motives.
We as communicators need to do what we can to support media education and training, and invest in honest platforms. Just as important, transparency is one of the biggest tools in our arsenal to restore credibility and get moving toward a healthier media ecosystem. Yes, this topic can be a can of worms and raises the question of how much influence should advertisers wield, but any steps we can take to begin addressing these challenges will yield a positive impact on society at large.
As complex as the problem is, we need to go back to the basics: Sources, science, evidence, and facts — things that cannot be disputed or twisted. Weaponizing misinformation is being used by authoritarians as much as it is being used by unscrupulous marketers. We’re all in the communications field and we need to set the example as frontline workers of this infodemic.
