Ambidextr Media

It has become easy for fake news to spread, given that we have access to advanced technology where anonymity is a choice that people abuse. There are also a portion of individuals brave enough to post misinformation online where the public can see and consume with ease, with the worst case being convincing those people of the inaccuracies they have spread. 

Fake news is a huge toll on brands in the business industry, with damage towards sales, customer attraction, and company image done. However, PR exists for such a phenomenon to be put out.

PR is everything a brand or company needs as it is what mediates good news of the business and extinguishes any harmful misinformation about it. The aspects that make up  PR is actually what helps build and protect the face of the business. Here are some of the factors of public relations that handle fake news:

Media Relations

Journalists, bloggers, editors, and the like are a huge influence to a brand’s reputation. They are the reason why news about a company’s brand or newly launched product or project is known to the public since they are the channels between businesses and potential clients. 

When fake news about the company appears, people of media relations are the ones that release statements of clarification wherein they can provide insight about how the information that was spread is indeed inaccurate and further promotes what the brand’s beliefs and values are, along with details regarding a product or service that can entice the public’s attention whilst engaging in the explanation about the misinformation.

Internal Communication

Employees under public relations are essential to the company; conducting a strategic process within the organization in order to strengthen the image of the brand. Since they are the team responsible for the plans and goals of the company, they communicate these in written-form, verbally, and digitally through other teams in the company. 

Internal communication is what keeps the whole company connected all together in order to carry out their roles within the organization. Serving as the channel of all teams in the company, exchange of messages containing what they should do regarding the image of a brand, the betterment of a product or service, or clearing dirt such as fake news about the company are the key duties of public relations.

Reputation Management

In order to build an honorable image of a company, its reputation must involve influencing, concealing, and enhancing. The role of reputation management is to shape the way the company and the brand they are endorsing looks in the eyes of customers, business partners, and of course, the public; in a positive light. 

It is undoubtedly the job of reputation management to handle fake news, and by doing so, they are the ones that monitor the company image online and offline. When faced with fake news, a plan must be strategized where negative comments filled with misinformation are addressed with and genuine feedback from customers are acknowledged and reflect the improvement on the product or service being promoted by the brand.

Crisis Communication

When fake news arises, a crisis also comes, endangering the reputation of the brand and the company. This is where public relations come into hand, communicating the challenges faced to the other teams to be able to put out the rapid fire of misinformation while managing to build the face of the business. 

Just like the rest of the factors mentioned, any threats towards the company’s reputation is responded to by public relations. In addressing the situation, this communication process involves the public, stakeholders, and media, given that they are a significant presence in a business’ prosperity. PR provides them accurate and transparent information to spread awareness and also lessen the threat between their trust with clients and partners.

Public relations certainly holds a powerful role in the business industry, shaping the perspective of the public and creating an auspicious impression of a company and its product or services. It helps build connection, trust, and opportunities for a business to rise in its standing and form a strong relationship with potential customers and other associations in the field.

Blog by Althea Jaira T. Forteza