The global spread of misinformation and disinformation has become a significant societal threat, driving ethno-religious and political tensions and endangering both democracy and national unity. As digital media accelerates these trends, brands and governments face complex challenges in managing public perception and trust.
Recent studies highlight the financial toll misinformation takes on the economy. For instance, CHEQ and the University of Baltimore estimate that fake news costs the global economy approximately $78 billion annually. Furthermore, the 2023 Edelman Trust Barometer reveals that 57% of people worldwide struggle to distinguish between true and false information, undermining trust—a foundational component for both businesses and government institutions. Additionally, a Deloitte study indicates that 87% of executives find reputational risk management increasingly difficult due to digital media’s reach.
In response to these challenges, the Peer PR Conference recently hosted a discussion on *Crisis Communication in the Age of Disinformation and Misinformation*, attended by over 100 participants from Nigeria and the UK. Organised by MSc students—Jonah Nwokpoku, Solomon Nkwagu, Michael Dada, and Jude Nnadozie—at the School of Media and Communication, Pan-Atlantic University, Lagos, the conference brought together prominent Nigerian communication experts, including Dr. Obinna Chima of ThisDay, Keni Akintoye, CEO of KT Communication, and Barr. Ime Asibong, Company Secretary at Ibom Power.
The speakers explored various aspects of misinformation, including:
– The Role of Media in Combating Disinformation, stressing responsible media practices to reduce the spread of false information.
– Legal and Regulatory Considerations, highlighting the need for legislation to address disinformation.
– Technologies for Tackling Disinformation, exploring available technologies for mitigating the impact of disinformation.
– Strategies for Brand Protection, where Keni Akintoye focused on practical steps brands can take to safeguard their reputation.
Key Takeaways from Keni Akintoye’s Session on Brand Protection
While the conference provided a veritable platform for a holistic examination of the intractable challenges of disinformation and misinformation in the digital era, the sub-theme anchored by Keni Akintoye captivated me. This session focused on how brands are navigating these trends and explored solutions for protecting their reputation.
According to Akintoye, the financial and reputational damage caused by disinformation is immense, with brands at risk of losing both revenue and long-standing trust. To combat these threats, brands should focus on:
– Leadership and Image Management: Enhancing visibility and maintaining core identity to withstand misinformation.
– Building a Strong Online Reputation: Prioritising customer satisfaction and service quality to fortify a brand’s online presence.
– Adopting New Tools: Leveraging technology to monitor and respond to disinformation proactively.
Practical Recommendations for Brands
– Establish a Crisis Communication Plan: Akintoye recommended that brands partner with communication professionals and agencies to develop rapid response strategies for misinformation incidents.
– Invest in Technology: Referencing tools such as SquirrelPR, a public relations management software, Akintoye advocated leveraging tools to manage media, monitor online discussions, and respond to disinformation.
– Educate and Empower Customers: Akintoye stressed that customer education is fundamental to building trust. Providing clear, accurate information helps dispel rumours and reinforces credibility.
– Strengthen Brand Values: Akintoye noted that building a strong brand identity, which he described as developing “tentacles of defence,” helps brands remain resilient in the face of misinformation and disinformation.
The Peer PR Conference underscored the pressing need for brands to adopt protective measures against disinformation and misinformation. As digital media continues to evolve, brands must adapt by implementing innovative tools and building resilience to protect their reputation and public trust.
This project was carried out as the author’s Project-Based Internship (PBI) as an MSc Media and Communication student at the School of Media and Communication, Pan-Atlantic University.
