Misinformation vs. Disinformation: Ways to Combat Fake News
In today's digital age, spreading false information has become a significant challenge for individuals, organizations, and society. Two key terms often arise in discussions about this phenomenon: misinformation and disinformation. While both involve spreading inaccurate information, understanding the distinction between them allows us to see the greater threat: disinformation.
Since disinformation has the potential to cripple your business, I want to arm you with ways to combat it. Why wait until someone is raging a disinformation campaign against you? You must address the issue before it begins.
Let’s dive in!
Misinformation: Unintentional spread of falsehoods
Misinformation refers to incorrect or misleading information that is spread unintentionally.
This type of false information can be harmful, even though those sharing it may believe it is true. Key characteristics of misinformation include:
Unintentional spread of inaccurate information: The person sharing the information genuinely believes it is accurate. They may have been misled or failed to verify the information before passing it on. Think of your beloved “gam-gam” sharing an article she finds on the Onion (a satirical newspaper and digital media company) with you via Facebook.
Incompleteness or lack of context: Misinformation can be partially true but misleading due to missing details or a lack of context. This incomplete picture can lead to misunderstandings and false conclusions. Think of an Instagram Reel put forth by your cousin right after a political debate, whereby they attempt to fact-check the debaters… and they get most of the facts right…ish.
Basis in fact: Sometimes, misinformation has a kernel of truth at its core. However, this truth is often distorted, exaggerated, or taken out of context, leading to inaccurate conclusions. This happens in almost every home during a dinner table conversation about politics, religion, or the Thompsons across the street.
Disinformation: Deliberate deception
In contrast to misinformation, disinformation is the deliberate spread of false or misleading information used to deceive. It is also called “fake news.”
It is crafted with the specific intent to manipulate public opinion, disrupt trust in institutions, or even cause harm. Disinformation has several distinguishing features:
Malicious intent: Those creating and spreading disinformation have a specific agenda, which could be political, financial, or social in nature. The goal is often to influence people's beliefs, attitudes, or behaviors for the benefit of the disinformation creator. Remember Pizzagate? It was a false narrative claiming high-ranking Democratic Party officials were involved in a child sex-trafficking ring run out of a Washington D.C. pizza eatery.
Sophisticated techniques: Disinformation campaigns are frequently highly sophisticated, employing advanced techniques like social media manipulation, fake news websites, and even deepfakes (realistic but fabricated videos). This level of sophistication can significantly amplify their impact and make them more difficult to detect and counter. This was most notable during the 2016 US presidential election when the Russians attempted to undermine the US election via a comprehensive disinformation campaign.
Targeted audiences: Disinformation often targets specific groups, exploiting existing biases or emotional vulnerabilities. This targeted approach can make the false information more persuasive and likely to spread within certain communities. Think of phishing. Yep… that is right; phishing is a form of disinformation. Phishing emails target a specific group, attempting to manipulate them to act in a way that adversely affects them and plays to the advantage of the sender, like a romance scam.
But which one, misinformation or disinformation, poses a greater threat?
The greater threat: Disinformation, aka fake news
While both misinformation and disinformation involve spreading inaccurate information, disinformation is generally considered the more serious threat. The key difference lies in one word: intentionality. When someone intentionally tries to harm you or your organization, they represent a significant and ongoing threat, especially if they mount a disinformation campaign against you.
Disinformation campaigns can have far-reaching consequences for organizations, including:
Reputational damage: False information can severely harm an organization's reputation, leading to a loss of trust from customers, partners, and stakeholders.
Adverse financial impact: Disinformation can affect stock prices, sales, or funding opportunities, directly impacting the bottom line of businesses and organizations.
Operational disruption: False narratives often necessitate crisis management, diverting valuable resources from core business activities.
Increased security risks: Disinformation campaigns may be part of larger cyber attacks or social engineering attempts, putting an organization's digital assets and information at risk.
Loss of employee morale and productivity: The internal spread of false information can negatively affect workplace culture and efficiency, leading to a less productive and more stressful work environment.
So, what can be done to address disinformation? I have a way forward that doesn’t involve the use of missiles!
Combating disinformation: Strategies for organizations
Given the serious threat posed by disinformation, organizations must proactively combat it. Here are five key strategies that can help:
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01 - Develop a rapid response team(s)
Creating dedicated teams to monitor and respond to disinformation is crucial. These teams should be responsible for:
Continuously monitoring various channels for potential disinformation
Analyzing the potential impact of false information
Developing and implementing crisis communication plans
Coordinating responses across different departments within the organization
Having a dedicated team minimizes the impact of disinformation campaigns, allowing organizations to respond quickly and effectively. When I say “dedicated,” I mean the team has set personnel, but this might not be their “day job.” They may, in fact, be a part-time team where its members have other responsibilities. The team will come together when a crisis emerges. It will depend on your unique situation and use case. Regardless if you have a full-time or part-time team, you need to have a documented and tested standard operating procedure so the team is ready when called upon.
02 - Proactively develop relationships with media outlets
Building strong relationships with media personalities and outlets, both large and small, is essential. You don’t need a headliner like Lester Holt on speed dial, but determine what is possible. It can be a local reporter, an NPR news producer, and an executive with an industry publication. These relationships can be invaluable when sharing accurate information to counter disinformation. By establishing themselves as reliable sources of information, organizations can ensure their side of the story is heard, quickly disseminate accurate information to counter false narratives, and leverage the credibility of trusted media outlets to reinforce their message. However, these relationships will not happen overnight; you must be thoughtful and proactive.
03 - Build a positive brand image
A strong, positive brand reputation is one of the best defenses against disinformation. Organizations should proactively work to build a reputation for doing the right thing. This involves:
Consistently delivering on promises and commitments
Practicing transparency in business operations
Engaging in corporate social responsibility initiatives
Actively participating in community-building efforts
Pro-Tip: Build an active social media presence.
This way, in the event of a disinformation campaign, you will have a way to counter it via your social media arm.
And above all, make sure you publicize your good works! You want to use tact and modesty but must ensure others know your positive impact on society. A strong, positive brand image can act as a buffer against disinformation, making stakeholders more likely to question false narratives and seek accurate information directly from the organization.
04 - Train your workforce
Employees are often the first line of defense against disinformation. Organizations should invest in training programs that teach employees how to identify potential disinformation. Employees should also understand the risks associated with false information and know how to surface concerns to the right people within the organization, such as the rapid response team.
By empowering employees with knowledge and clear protocols, organizations can create a network of informed individuals who can help detect and combat disinformation early.
05 - Engage with elected officials
Organizations should not hesitate to engage with policymakers and support legislation against the deliberate spread of false information. This can involve:
Participating in public discussions about the impact of disinformation
Providing expert testimony on the effects of disinformation on businesses and society
Supporting or proposing legislation that addresses the creation and spread of deliberate false information
As of this publication, there is no comprehensive federal law in the United States specifically targeting disinformation. The legal landscape surrounding disinformation is complex and often intersects with First Amendment protections for free speech. That said, by actively engaging in the policy-making process, organizations can help shape a regulatory environment that discourages the spread of disinformation.
Conclusion
In an era where information spreads at unprecedented speeds, the threats posed by misinformation and disinformation are more significant than ever. While both involve spreading false information, disinformation's intentional nature makes it a particularly dangerous phenomenon.
Organizations must be vigilant and proactive in their approach to combating disinformation. By developing rapid response teams, nurturing media relationships, building a positive brand image, training their workforce, and engaging with policymakers, they can create a multi-layered defense against spreading false information.
Ultimately, the fight against disinformation is not just about protecting individual organizations—it's about preserving the integrity of information in our society. By taking these steps, organizations can play a crucial role in maintaining a well-informed public and safeguarding the foundations of trust for a healthy democracy and a thriving economy.
Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it. Which why you should share this article with your besties! You wouldn’t want them to miss it, would you?
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