Fast forward 100 years – humans have managed to slow the spread of disease, but our ability to accelerate the spread of misinformation knows no bounds.

The rising coronavirus emergency hasn’t escaped the scourge of fear-mongering masquerading as news. Multiple conspiracy theories have evolved over recent weeks – everything from anti-vaxer campaigns to (my personal fave) that Covid-19 can be transmitted via the new 5G network.

Facebook, Google and Twitter said they are removing misinformation about the coronavirus as fast as they can find it and are working with the World Health Organisation and government bodies to ensure people have accurate information.

Still, there seems to be no end to the madness. Remember the bushfires? Only a few short weeks ago, ‘fake news’ peddlers of all political persuasions fanned the flames (pardon the pun), with misleading and sensational images of the bushfires across social media and a malicious disinformation campaign that advanced false arson claims.

As we hurtle from crisis to crisis – and towards another highly consequential US Presidential and Congressional election – it seems misinformation is here to stay.

Why do people believe fiction over fact?

Part of the problem is that in the last 12 years, people have increasingly turned to social media for news.

The large social media platforms control what news people see, and too often these platforms promote an agenda, rather than report the news.

The 2018 Cambridge Analytica scandal revealed how Facebook users had been targeted with politically motivated disinformation campaigns.

Meanwhile in Australia, the number of professional journalists has dropped sharply, especially in the past five years, leaving us open to less trustworthy sources. Commercial news organisations continue to slash their operations, reorganise along political lines and prioritise paid content in order to compete with free ‘news’ and social media sites.

Combined with the disappearance of fact-based newswire services like the recent closure of AAP, today’s ‘infodemic’ is real.

How to battle the ‘infodemic’

In times of crisis, misinformation leads to heightened anxiety and irrational behaviour. #toiletpapergate wasn’t an accident (pardon the pun, again) – it emerged because there were too many contradictory messages by too many sources, over too long a period.

In the absence of a single source of truth, people will get sucked into every corner of the internet that tries – rightly or wrongly – to help them make sense of what’s going on.

Modern corporate leadership is all about building public trust. Whether you’re dealing with bushfires, pandemics or a corporate crisis, the best way to counter misinformation is to be in control of the facts.

3 tips to counter misinformation

1. Create a single source of truth

In the absence of facts, critics and misfits will fill the void. Companies in the throes of crisis management should first look to be a reliable source of up-to-date information. With Covid-19, there are too many voices providing ‘advice’. Aim to have a single source of truth, then tell people where to go for updates.

2. Inoculate your audience

Not everyone applies the same level of critical thinking when they consume news. ‘Fake news’ is powerful because it plays on people’s emotions. If misinformation strikes, point your audiences to reliable sources, help them fact-check and filter out the junk.

3. Monitor for falsehoods 

Keep an eye on how the situation is developing. Identify, and swiftly correct, wrong or misleading statements. During the bushfire crisis, authorities took too long to correct statistics around arsonists, fueling the ‘false arson’ campaign. Be prepared to adapt your approach to the needs of your customers and the public.

Bear in mind that rationality is not a proxy for empathy. When a crisis hits and emotions run high, business leaders need to be able to pivot between the two.

Find out more

Please contact Jasmine Hogg at Apollo Communications if you would like to discuss measuring and managing reputation risk