The role of PR in an age of misinformation

The world can be a scary place and often, PR can add to that fear. The past two years have shown countless examples of misinformation being spread throughout the media, from fake news about COVID-19 to political cover-ups and, in many cases, PR has played a big role in this. After all, the very purpose of PR is to promote the perspectives of an organisation and protect it from reputational damage at all costs. Historically, it was journalists who were relied upon to ask the difficult questions and provide a balanced viewpoint – but increasingly, they’re no longer regarded as a neutral source. For the general public, it has (understandably) never been more difficult to trust and for those trying to communicate with the public, it’s never been more difficult to be trusted.

We live in an age of information overload, where so many answers are available at the touch of a button. But how do we know what information to trust, and where should we go to find the facts? How do we develop those all-important skills to help us distinguish between fact and fiction? At OUP, we recently published a global report, The Matter of Fact, which sought to explore the answers to some of those questions. Not surprisingly, our research presented a picture of confusion, globally. Nearly three-quarters of those surveyed agreed that the pandemic has made them more cautious about the accuracy of the information they encounter, while 69% said that it has become harder to clarify if something is true.

So how do we, as public relations experts, cut through an increasingly loud wall of noise and get our messages heard? In a time of ‘attention economy,’ our audiences are disinterested and desensitised by what they read, as highlighted in a Microsoft study which revealed that the average span of human attention online is now just 8 seconds. The 2022 Digital News Report published by Reuters Institute also showed a declining interest in the news, as well as growth in selective news avoidance, which has doubled in both Brazil (54%) and the UK (46%) since 2017, while many avoid news altogether due to a lack of trust (29%). When it comes to stories, it can be difficult to produce something with the ability to cut-through when the context we operate within is already so uncertain. As a result, we’re forced to seek new ways to inform and change behaviours.

Campaign planning quickly becomes crisis planning. A brainstorm of great ideas is rapidly followed by playing out countless scenarios whereby they’re criticised virally. And it’s no surprise as we watch cancel culture happen before our very eyes, to brands and people we’ve previously admired, time and time again. We must be both proactive and reactive; the two approaches to PR now interchangeable. What can begin as a well-intentioned demonstration of values can rapidly turn into a case study for being performative. That’s why it’s never been more important to acknowledge our own bias and challenge our clients and organisations to be authentic, even when it feels uncomfortable.  

There’s no denying that many organisations are guilty of jumping on the bandwagon and being reactive to the latest societal issue in the news - and this is taking its toll. Results from Edelman’s 2022 Trust Barometer showed that trust in institutions is falling rapidly. Before, people relied on being steered in the right direction by their employer. Now, everything is subject to a critical eye.   

As a result, it can be easier to stay comfortably within our own bubbles, using the same tried and tested methods, carefully moderating our messages and avoiding taking big risks. But this won’t win us any brownie points with the workforce of the future. Gen Z is fast becoming known for calling out businesses on empty pledges and assessing their ability to take firm stances on global issues. Increasingly, an organisation’s sustainability relies on gaining their trust and advocacy - and keeping it.

On a more positive note, what was reassuring about OUP's research was that 80% said they consult more than one source to understand if something is true, and believe all truths should be backed up by solid evidence. This is increasingly important within the role of a PR professional too. It’s crucial that we widen the sources where we get our own information from as it's up to us to present a truly global view and flag any cultural considerations, big or small. After all, we aren’t exempt from being misled by untrustworthy media sources that appear credible on face value, despite our close connection to and involvement with the industry.

With the days of stunts and gimmicks behind us, it’s never been more important to build up solid company culture - and that’s where we come in. We can be the bridge between an organisation and its public and people, emphasising the need to be open and transparent and ultimately, put human relationships back into the heart of all we do.

Grace Carruthers is the Senior News & PR Manager at Oxford University Press.

Public Relations Oxford and CIPR Greater London will be hosting a free to attend event on 13 September 2022 in Oxford - ‘PUBlic Relations: The state of truth: PR’s role in a world of confusion’ which includes panellists Christine Richardson, Group Communications Director, Oxford University Press; Eduardo Suárez, Head of Editorial, Reuters Institute for the Study of Journalism; and Mark Malbas, Head of External Affairs, Oxford Internet Institute

CIPR members attending can log 5 CIPR CPD points.

Read the original post on LinkedIn.

 Image by Hendra Su on iStock