Rumors and misinformation are spreading during a PR incident. How do you effectively combat them?

In a crisis fueled by rumors and misinformation, we must act swiftly and decisively. For starters: - Activate our crisis communications unit immediately. We need to be monitoring all channels 24/7. - Launch a thorough internal investigation to establish the truth. We can't counter misinformation without solid facts. - Single source of truth: Create a dedicated microsite as the go-to resource for accurate information. - Don't wait for inquiries. Reach out to key media contacts with our narrative and facts. - Flood our official channels with factual content. Use paid promotion to boost visibility. - Personally contact key investors, partners, and clients. They should hear our side directly, not through the rumor mill.

I've experienced this "wild" situation on several occasions, ranging from the 1996 Olympics to my recent duties. In each case, it is critical to work as a trusted team. During the construction of the 1996 Olympic Games' facilities, a worker fell to his death. The media and general public were abuzz with rumor-filled queries. We rapidly quelled the rumors by strategically listening, updating info while gathering the facts. Advice: 1. Place high priority on quickly categorizing rumor intel from all sources. 2. Provide a "safe" place for every rumor to be heard from internal sources. 3. Categorize the rumors. 4. While the rumor chaos ensues, prepare short, accurate statements for public release. 5. Debrief upon completion of the crisis.

If it's appropriate, I will fact check before responding but then will just post the correct information with reference in the comment. As some other people have stated, determine if it's worth responding to; how will the response be perceived. Will it damage you (or your organization) reputation? Will it further amplify the incorrect message? Are the people discussing the topic just making noise or are they posting to learn?

Example: Imagine your company is facing a PR crisis due to a product recall. The first step is to quickly assess the situation. Gather accurate information about the issue from reliable sources. Identify the origin of the rumors and the platforms where they are spreading. For example, if social media is the main source, monitor trending hashtags and posts. This rapid assessment helps you understand the scope of the misinformation and prioritize your response effectively.

Once a response has been agreed upon by the organization—considering factors like the gravity of the rumors and the agency's stand on the matter—use that as the 'bible' of credible information that will be shared directly when engaging in comments, or as stand-alone posts. People directly involved in the work of the organization have the biggest impact and strongest influence—like the leadership team (along w/ their LinkedIn profiles), and such official response gets more legitimacy if it is disseminated directly by the organization's leaders. Also encourage colleagues to repost and reshare the verified response; that way, there's less alteration in the information that trickle across channels and platforms.

A quick response is important but only effective after you have adequately assessed the situation and can provide factual and consistent answers to the question at the top of your stakeholders' minds. If inconsistencies are found in your answers, you will lose all trust and grace from your stakeholders.

Be the first to respond with accurate information. When rumors spread about your company’s financial instability, craft a clear and factual response. Use your personal experience and expertise to add credibility to your message. For instance, as a communications lead, you can share how your company has weathered similar challenges in the past and outline the steps being taken to resolve the current issue. Never forget this: timeliness is crucial; the faster you provide accurate information, the quicker you can control the narrative.

I find that all parties involved may need to be accountable for their actions and their own behavior. Good data to support their claims should be identified and reviewed before making decisions.

While crafting your response, you should be sure to apply empathy toward those affected by the misinformation. Be sure that while identifying the misinformation, you craft the response in a way that acknowledges those that may have been impacted by inaccuracies and/or rumors and assure that the steps you are taking to address the situation includes a path of consciousness to monitor impact and continuous improvement, post-incident to prevent similar situations from occurring in the future.

Talking to your audience directly stems the flow of mis-information in a fell swoop. While you leverage credible media, identify key members of the leadership team who will create the most impact for the company and use their social media platforms to get the message out quickly. Enlist other stakeholders and well wishers of the company to also share a standard response with their own perspective adding authenticity to it. Choosing the platform to engage audience is equally crucial. Based on the industry and the kind of crisis that you are dealing with choose your platform and create content that works for it.

The more Information, direct communication and transparency, the better. Absent clear information, people will make up their own narrative.

Direct engagement with your audience is crucial for effectively addressing rumors and misinformation. Actively joining discussions where misinformation is circulating—such as on social media, forums, and in news article comments—shows your commitment to transparency and accuracy. This approach helps to swiftly correct false information and demonstrates that you take the issue seriously, ultimately building trust and reinforcing your credibility with the public.

Your findings has to be written at a lay language sufficient for all audiences to understand and persieve properly. It shouldn’t be subject to interpretation in order to avoid confusion and challenges. You need to support your findings with actual facts and evidence in order to make your conclusions accurate.

Leverage the support of trusted partners and influencers. When facing rumors about your company’s unethical practices, collaborate with industry experts who can vouch for your integrity. Share their endorsements and testimonials on your platforms. You may want to ask a well-respected environmental organization to publicly confirm your sustainable practices. Allies can help amplify your message and add credibility to your response, making it more difficult for misinformation to persist.

Lead by actual people who have been involved with the project experiences related to the subject matter. Use the leadership of the organization to tell their actual stories of relevant events. Sometimes use subject matter experts who may add credibility without being too cumbersome and elaborate. Please remember long stories make the audience feel at sleep. I’m sorry.

Continuously monitor the situation to gauge the effectiveness of your response. If false information about a data breach in your company spreads, track the sentiment on social media and news outlets after releasing your official statement. Make use analytics tools to measure changes in public perception and engagement. Adjust your strategy based on the feedback and emerging trends. Regular monitoring ensures you stay ahead of the situation and can pivot your approach as needed.

Educating your audience regularly about your products, services, or industry is a proactive measure against misinformation. By consistently providing accurate and valuable information, you establish a knowledgeable base that can resist false narratives. Sharing informative content through your platforms helps to build trust and engagement, ensuring that your community is well-informed and less likely to be influenced by rumors. This approach not only prevents misinformation but also strengthens the relationship with your audience by demonstrating your commitment to transparency and education.

Teachable moments are always present. Internal staff -- from the CEO to the admin assistants -- should review the timeline and all sequences of the rumor-to-truth phases. Allow for everyone to express oneself during this process. Being heard is one of the reasons why rumors bubble up and out to remain in the atmosphere, even after the facts are ascertained.

Consistency and preparedness are key. Always have a crisis communication plan ready. Train your team to respond quickly and uniformly across all platforms. For example, if an employee accidentally shares incorrect information, ensure there’s a protocol for immediate correction and retraction. Consistency in your messaging helps maintain credibility. Additionally, consider the emotional aspect of your communication. Show empathy and understanding in your responses, acknowledging any concerns your audience may have. This human touch can help diffuse tension and build stronger connections with your audience.

On "Intentions": If you do not tell the truth about yourself, you cannot tell it about other people. Integrity is not something you show to others. It is how you behave behind their back. Never allow a temporary (bandaid) solution transform into a permanent problem. Excellence does not happen by accident. It is a conscious and deliberate effort to perform a seemingly ordinary task in an extraordinary way, thus achieving best results. It is getting things done by doing the right things right the first time, all the time. WIP. Better than yesterday. Follow Chito Tungol #Gangstamentor