PR’s role in the misinformation mania

Taazima Kala-Essack | Monday May 12, 2025 20:11

Reputation management has always been a core part of the PR playbook, but in today’s world, it’s evolved into something far more complex and, frankly, more urgent. The rise of misinformation and disinformation is rearing a new proverbial head every other day (and twice on certain days of the week), and it means that keeping a brand’s public image intact is no longer just about smart storytelling or well-timed campaigns. It’s about fighting a fast-moving, often invisible enemy: false narratives that spread online quicker than you can say “stakeholders.” You get the drift.

The issue isn’t new, but the scale and velocity are now staggering. Social media is a double-edged sword: It gives brands a platform, but it also gives anyone with a Wi-Fi signal the power to spark chaos. Statista found that, as of December 2020, nearly 40% of people in the U.S. had shared fake news online without realizing it. It’s unlikely that number has gone down. And now with AI churning out convincing deepfakes and fabricated articles in seconds, the line between fact and fiction is blurrier than ever. Not all AI is a threat, but it certainly requires guardrails, discernment and a solid grip on reality.

The bigger problem? Oversight.

In many markets, there are no solid systems to detect or counter false narratives in real time. Even when platforms try, they’re often too late. The damage is done. It’s like trying to gather feathers after throwing them into the wind—near impossible. For PR professionals, the takeaway is clear: Traditional tools aren’t enough. If we don’t frame the narrative from the outset, we’ll be left scrambling to reclaim stories already hijacked.

Take Arla Foods, for example—a dairy company that trialed a feed additive in the U.S. to reduce cow methane emissions. A positive sustainability initiative, right? But within days, conspiracy theories took over, accusing the company of wanting to poison people. Despite the science and regulatory backing, backlash brewed fast, culminating in boycotts. This is a textbook case of how fragile trust is, and how quickly it can unravel when misinformation gets oxygen. A slick explainer video won’t fix that kind of damage.

So, what now? What can PR pros do when the playing field keeps shifting?

First, act fast. Delay is dangerous. If false narratives start to snowball, respond quickly with clear, factual messaging and a human voice. Forget corporate-speak; it won’t cut through the noise. But speed doesn’t always mean knee-jerk. Sometimes it’s about preparing a thoughtful holding statement or briefing internal teams to stay ahead of the curve.

Second, stay alert. Monitoring media and social platforms should be second nature, but it’s what you do with those insights that counts. Is something gaining traction on a niche forum? Is a misleading headline going viral? These are red flags—signals to adjust your strategy or prep your response before things spiral.

Third, align your internal stakeholders. Staff, partners, even your most loyal customers—these are your first lines of defense. Make sure they know what’s real, what’s not, who speaks and who doesn’t. Internal alignment is crucial. If those closest to the brand start questioning the story, the cracks become impossible to hide.

Fourth, bring in backup. External validators (fact-checkers, respected influencers, industry experts) can often reach audiences that brands can’t. When institutional trust is in decline, credibility by association becomes invaluable. Use it.

And finally, push for change. We need more than reactive solutions. PR leaders should be pushing for industry standards, advocating with platforms and regulators, and investing in tools that stop misinformation before it spreads.

Yes, the barrier to entry in PR can be low, but professional training and adherence to ethical codes of conduct can and should be the norm. Because here’s the truth: Misinformation is no longer background noise; it’s taking center stage.

And in this era, the role of PR has evolved. It’s not just about shaping perception anymore. It’s about defending reality. If your reputation is amongst the most valuable things you have (and it really should be), then why take protecting it lightly? Act now to manage against misinformation and disinformation, the very risks threatening what is at the heart of our industry: trust and relationships, the backbones of reputation.

* Taazima Kala is General Manager & Chief Consultant, Hotwire