8 ways to build trust in an era of misinformation and disinformation
BY JULIA PIHL
In this age when new information is available instantaneously, navigating the landscape of misinformation and disinformation is a formidable challenge. Social media does not help either. Facts (and errors) are shared quickly, and as we've witnessed, inaccuracies or falsehoods can spread faster than their truthful counterparts, unfortunately. So, government communicators must find ways to be the sources of truth while competing for the attention of their audiences in a competitive, fragmented and skeptical environment.
We have outlined eight tips for countering misinformation in government communication, but first a few definitions.
What’s the difference between misinformation and disinformation?
The key distinction between misinformation and disinformation lies in the intent. Misinformation can be unintentional, arising from errors, misinterpretations, or incomplete knowledge. Disinformation, however, is a deliberate effort to deceive and manipulate. While misinformation can stem from genuine mistakes, disinformation is a more malicious and intentional act.
How does misinformation and disinformation affect our work?
The harmful nature of misinformation and disinformation has profound implications for government communicators. False narratives can damage city, state and national reputations, erode trust, and influence decisions. The impact of misinformation can be magnified in our digital era, making it imperative for entities to proactively address these challenges.
How to identify misinformation and disinformation
Spotting misinformation and disinformation can be tricky, but there are a few ways to fact check. One way is to verify the authorship. When possible, cross-reference facts across diverse, reputable sources to confirm accuracy. Consistent reporting from multiple reliable outlets enhances the likelihood that the information is credible and well-verified.
Another way to identify legitimate information is tone. Misinformation can sometimes be characterized by an exaggerated tone, inflammatory language, or an overly emotional appeal. Be wary of content that employs sensationalism or attempts to evoke strong emotional responses, as these tactics may indicate an agenda-driven narrative rather than objective reporting.
8 ways government organizations can proactively address misinformation and disinformation to build trust
Transparent communication: Building trust requires transparency. Communicate openly about your processes, sources, and methodologies, reinforcing your commitment to truth and honesty.
Promote open dialogue: Create spaces for open dialogue with your audience. Encouraging discussion and addressing concerns can help build a sense of community and trust.
Stay up to date on trends: Be aware of emerging trends and narratives in your industry. Staying informed allows you to proactively address potential misinformation and maintain credibility.
Establish a crisis communication plan: Be prepared for misinformation crises. Develop a robust crisis communication plan to respond swiftly and effectively, mitigating potential damage to your reputation.
Prioritize information accuracy: Ensure that the information you share is accurate, reliable, and from trustworthy sources. Fact-checking should be an integral part of your content creation process.
Encourage critical thinking: Empower your audience with critical thinking skills. Promote media literacy through educational initiatives that teach people how to evaluate information and discern reliable sources.
Establish a clear editorial policy: Develop and communicate a clear editorial policy that emphasizes accuracy, fact-checking procedures, and adherence to ethical standards. A transparent and well-defined editorial policy can serve as a guiding framework for your team, setting expectations for the creation and dissemination of content that prioritizes truth and reliability.
Trust in reputable agencies for communication assistance: Consider the credibility of communication agencies or official sources that specialize in disseminating accurate information. Government agencies can help craft various types of communications plans to help government organizations craft messaging.
By studying dynamics at play, responsibly employing technology, and fostering transparent communication, individuals and organizations can rise above the noise, emerging as beacons of trust in an information-saturated landscape.