Director: Corporate-911
Social media is easily one of the biggest inventions of the modern age. Not only does it connect people, business social media platforms are places where connections are made and ideas are shared. Social media is also a cheap, yet effective way to market your business.
As with everything in life, there is a downside to this creation. Social media has given a voice to people. Under normal circumstances, this is not a problem. However, it has given rise to a very dangerous brand of journalism, one where facts are made up and often believed to be true.
The problem with this is that fake news can be damaging to companies, especially those rebuilding their brands following the recent riots and protests.
The riots and protests in July were devastating; so when rumors arose that there would be further protests on 23 August, some companies took evasive action fearing the worst.
This can be damaging to brands who are rebuilding their reputation. I recently read an article which provides a simple four step plan on how to respond to this challenge.
Step one: separate fact from fiction
In the event that sensationalist news is circulating around the workplace, as a business owner the first step is to determine your stance on the matter – only if and when an immediate threat to your business has been identified.
The article points out that reacting with an emotion-laden response is likely to cause confusion and may be counterproductive. Instead, it’s recommended to research the facts, establish what the truth is and formulate a response that’s based on these findings. Lay the facts out clearly and distinguish them from hearsay and rumours.
Step Two: make an internal statement
Your employees look to you for direction, so taking a stance on a matter needs to culminate in a formal statement, preferably in writing. Your statement needs to debunk the fake news but also relay empathy towards those who have been adversely affected.
The article adds that one should never minimise or negate the effects that fake news can have on the psyche of employees – a well-timed rumour can lead to heightened anxiety and panic, and the mental well-being of your team matters.
Photo By: RF._.studio via Pexels
Step three: make an external statement
There are nuances that exist in a formal press release that will differ significantly to the way you convey your stance internally. You may need a public relations professional to assist with formulating a response that makes an impact and communicates your message in a way that cannot be misconstrued by the media or the public.
It is not always necessary to make a statement to the media, but when it is, make sure that it’s well written and strategically positioned to allay feelings of fear and prevent the repercussions of misinformation on the business. It’s also worth considering whether this external statement needs to be posted to the business’s social media pages for the benefit of your customer base.
Step four: seek legal advice
What many do not realise is that there are legal repercussions for spreading fake news. The policing of the online space is something that is progressing at a rapid rate, with social media platforms now being held accountable for due process for reporting misinformation and inappropriate content. These legal consequences were made plain, for example, in the case of news relating to Covid-19 – when the new Disaster Management fake news regulations made spreading fake news with the intention to deceive or incite violence a criminal offence. If the problem escalates, it may be best to seek legal advice, especially if you are able to identify the source of the fake news.
The role of BRPs
The article adds that remaining level-headed during a crisis involving fake news can be challenging. However, taking a firm, confident and reassuring stance on a matter can go a long way in preventing potential chaos and long-term damage to your bottom line.
I feel that the role of the BRP is key here. Not only have they seen it all and have the t-shirts to prove it, they deal with situations that require checking and double checking facts on a daily basis. I also feel that being unemotionally involved with a crisis is key to addressing these challenges.
Robin Nicholson is a Director at Corporate-911 and is a Senior Business Rescue Practitioner
