The Fake News Industry
A PR & Trust Perspective
Dr Craig J Selby
In April, I spoke at a forum on the Fake News Industry. For us in the PR industry, it is an important topic to get our heads around, not only because fake news can cause disruption and deflection for the brands that we represent, but fake news has the traction to 'fuel the fire' significantly during a crisis. As such, it is our responsibility to be alert to the developments of trends regarding fake news, and to always be on top of best-practice mitigation strategies.
____________________
Fact!? 90% of Malaysians don’t
read beyond the headlines! We’ll come back to this “fact /
alternate fact”
shortly.
Ask yourself honestly,
now, what really is the truth? I don’t want to get into a
philosophical debate
tonight, but an understanding of this is still going to be at
the core of any
debate or narrative regarding fake news. Perspective, not
truth, is our guide
in many cases.
Consider the recent issue
of a property “developer”, a gentleman with a sledge hammer,
and 8 or 9 pretty
entertaining videos. What story is the truth? What story do
you believe? In
this perspective, I personally want to believe “Thor” as I
tend to believe that
all big organisations out there are trying to rip the common
person off – but
that doesn’t make it the truth.
The story changes – it
is weaved by two or more parties in different directions. Man
destroys
apartment. Developer responds. Developer releases press
statement seeking rm50m,
subsequently removed within 30 minutes, replaced by story
about lady owner who
is happy with her purchase. A huge contradiction; offering up
further
questions?
Where and what is the
truth? Probably none of it. Will we ever know? Doubt it. Hope
too though.
Fake news is by no means
a new phenomena. Fake News infiltrating
us on everyday level … from
politics to everyday life. Governments
and corporations have been manipulating the media to lie to us
for decades; probably longer.
Accelerated with social
media; popularised in contemporary lingo by Donald Trump with
the term coined: “alternative
facts”.
Interestingly enough,
term “fake news” specifically is still utilised extensively in
Asia / SG / MY;
yet in the UK it has been removed from official language as it
is seen as
misrepresentation. Good old British sensibilities, perhaps?
Fake news is not news …
it is simply information, posited, reposited,
adjusted, manipulated, shared,
reshared. We do much of the work, as it comes from the inate
desire to share
things, form opinions (for which we may actually know nothing
about), and then
let our network of influencees, digest. Much like the game of
Whispers game as
a kid. Start with one phrase, by the time it goes through 15
kids, it is
something completely unrelated. But of course, somewhat more
sophisticated, and
potentially, planned.
Results in confusion as
trying to understand and keep
up- especially in current landscape where bombarded with
information 24/7/365
and don’t fully read.
From a PR perspective?
Fake News v’s Brand Saboteurs
Fake news comes from a
place of misinformation as well as ill-intent; not just
exclusive to one. As
such, it can inadvertently affect brands through
misunderstanding (Singapore
Halal Yong Tau Foo place, yesterdays media). Just today with Air
Asia and the rewards
/ points scheme. Typology of Fake
News – random sharing by those
who do not check facts; those sharing knowing something may be
dubious; those
creating a stir; those intentionally out there to mislead or
sabotage.
Whenever there is a
chance to influence, there is a
chance for fake news.
Fake news goes way
beyond just credible news portals
and typical social media such as FB and Twitter; it extends to
those bastions
where we hope/expect truth to be maintained as well –
platforms such as LinkedIn,
Wiki (ok, that’s easier as its crowdsourced, and we seldom
keep checking
details about ourselves or our brands).
Add to this mix
‘legitimate’ media platforms, who’s
whole purpose is to playfully present fake news, but knowingly
so. Tapir Times
/ The Onion. So, back to my first statement 90% -- ok, not
true, but US
research shows older generation seven (7) times more likely to
share even
without checking legitimacy of the source.
Fake news and dark
social. The biggest challenge is
knowing it is there, but not knowing specifically what message
is being
conveyed, and then, how to (a) counter it, and (b) prevent it.
Level up: Bell & Pottinger-style campaigns, subtly
feeding fake information to various sources concurrently and
consecutively.
Fake News from PR and
Trust Communications
Some fake news stories
are so credible – easy to be
misled, even to the observant eye.
PR – challenges – PR
losing its lustre and credibility
in some cases. Fake stories, pranks (Grab copter … per April
Fools … badly executed).
The fact that the brand had to say it was a joke is even more
concerning – the
blurred lines between reality and potential reality. Issues of
brand trust and
gimmicks. Media being ‘used’ for prank purposes by brands has
potential to
impact other brands, as media may shift their approach. Crisis
communications –
for brands – results in extra expense – part of the game for
big brands, but
immensely costly for SMEs such as the yong tau foo stall. One
false negative
can cost a livelihood.
In crisis planning, I
talk about Digital Fortress. But
even that, to some extent, is orchestrated to a point people
may perceive it as
fake.
Social Media seen as a fifth Estate –
anonymity. “cannot touch me” attitude, means people view their
actions as not
only acceptable, but effectively are not concerned of any
ramifications
Social media is a key
player (simply because of the
viral nature social media facilitates) – but it infiltrates
deeper. Traditional
media, dark social (private groups, etc) – much harder to
regulate.
Fake news prevails –
uncertain landscape of
regulation; unclear definitions. Government takes steps to
regulate the
‘industry’, but it’s a question of priorities and
best-utilisation of
resources. Not necessarily a consistent approach regionally;
motivations behind
it are varied.
Social media policy development and training for
organisations – a part of solution as brands need to act to
guide teams.
No comments:
Post a Comment