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‘Be professional, shun fake news’


PHOTO: TechCrunch

Public Relations professionals, academics and the media have called for increased adherence to journalism ethics, improved skills in investigative journalism and retraining among media practitioners in order to tackle the growing menace of fake news. While speaking at the 2018 edition of Annual Gold Medal Lecture of Public Relations Consultants Association of Nigeria (PRCAN) in Lagos, the experts lamented that the growing trend of fake news has become hurtful to communication, particularly public relations, which is anchored on message believability.

A panel of discussants and the audience derived their admonition from the paper on ‘Communicating Effectively in the Era of Fake News: Alternative Facts and Post-Truth,’ by the guest speaker and pioneer Dean of School of Media and Communications, Pan Atlantic University, Lagos, Prof. Emevwo Biakolo. The PRCAN Gold Medal Lecture was chaired by the President and Chairman of Governing Council, Nigerian Institute of Public Relations (NIPR), Mallam Mukhtar Zubairu Sirajo, with BusinessDay newspapers’ publisher, Mr. Frank Aigbogun as the moderator. In the discussion panel were former Rivers State Commissioner for Information and Communication, Dr. Austin Tam-George, Nigeria Editor of Africa Check, David Ajikobi, and President, Guild of Corporate Online Publishers, Dotun Oladipo.

“With the growing increase of online and social media platforms acceptance, fake news has increased as everybody with a phone can be a reporter, editor and publisher, all at the same time, without the burden of social responsibility, standards or ethics,” Prof. Biakolo lamented. This, he explained, had led to different versions of the truth.


“What the trained journalist considers the truth might be his own truth as a journalist, while the bearer of the fake news, who is not trained, might consider his own version of the truth as the real truth while he considers the trained journalist’s own version as the alternative truth. It’s about perspective and power dynamics,” he further said.

He cautioned that alternative facts and post-truth should be curbed because of the huge adverse impact they have on the credibility and believability of a medium as well as the journalist that authors such news story.

Biakolo also postulated, “From the point of view of social construction, any principle of subvention that leads an investigator to choose certain facts during an investigation is preconditioned by society and interest because facts are socially and culturally constructed. You should realise that the media operates as a social system within the wider social system.” 

He observed that in the era when news was solely disseminated through institutional outlets such as print, television and radio, the media channels were guided by responsibility of accuracy and ethics.

The guest lecture pointed out that trends had changed from the days when well-trained journalists were the only gatekeepers of news, with news content and practitioners going through strict processes and training which involved high-standards before publication, adding, “Today, anybody can be in the purview of their room and disseminate alternative facts, multiple truth, post-truth or fake news without recourse to any standards or regulations.”

While analysing the fake news scourge, Aigbogun, said, “Truth is sacrosanct and there is only one truth. This is the training of journalists. But today we have learnt there are multiple truths and alternative truths. To the Europeans, Mungo Park discovered River Niger but to the indigenes whose great-grandfathers were born there, River Niger had always been with them.”

The PRCAN Gold Medal Lecture was instituted in 2013, as a platform for sharing knowledge and ideas on issues that will enhance the political and economic development of Nigeria.

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