Navigating the Noise: A PR Pro's Guide to Combating Misinformation

That Solo Life, Episode 317: Navigating the Noise: A PR Pro's Guide to Combating Misinformation

Episode Summary

In an era where online falsehoods can spread like wildfire, how can communications professionals protect their clients and their own brands? Hosts Karen Swim and Michelle Kane tackle the critical issue of misinformation and disinformation head-on. Triggered by a report revealing that nearly 45% of social media posts about the Cracker Barrel logo controversy were from bots, this episode explores the modern PR pro's responsibility in a world of digital deception. Karen and Michelle discuss the importance of fact-checking before reacting, the professional imperative to guide clients through online scams and brand misrepresentation, and why every communicator must become a savvy digital detective. Learn practical tips for verifying information, strategies for equipping audiences with the truth, and why taking a moment to "dig deep" is the most powerful tool in your communications arsenal.

Episode Highlights

• [01:45] The astonishing statistic that 44.5% of posts on X about the Cracker Barrel logo were from potential bots, highlighting the scale of online disinformation.
• [03:08] The "check your rage" rule: Why it's crucial for comms pros to pause and verify facts before sharing or commenting on hot-button issues.
• [04:41] Personal responsibility for your brand: Balancing timely commentary with the need for accuracy and skepticism.
• [05:24] The importance of continuous professional development in spotting fake images, videos, and out-of-context quotes.
• [06:52] A proactive approach for brands: Equipping your audience with tools to identify official communications and avoid scams.
• [07:41] The rise of sophisticated job scams on trusted platforms like LinkedIn and how to protect yourself and your clients.
• [09:51] The defensive role of a PR pro: Actively monitoring for brand misrepresentation and owning the narrative to squash falsehoods quickly.
• [11:47] The final word of advice for navigating online interactions: Always "dig deep" before trusting information or individuals you encounter on the internet.

Related Episodes & Additional Information

• PR Daily Article on Cracker Barrel Bot Activity (Note: Specific article link not provided in audio)
• FactCheck.org - A nonpartisan, nonprofit project of the Annenberg Public Policy Center.
• PRSA Voices for Everyone - Resources for combating misinformation and disinformation.

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

 

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