Researchers at the Massachusetts Institute of Technology estimate that misinformation is spread up to 10 times faster than hard, factual reporting on social media. For many brands, the creation or dissemination of misinformation poses a significant risk to their reputations.

As Public Relations consultants (PRs), we must mitigate these risks as much as possible, scrutinising the reliability of our research, advising on the use of technology in content creation and maintaining a consistent presence within the regulated media. Ensuring your client’s brand is robust, resilient and trustworthy will futureproof it against the spread of misinformation. Here’s how.

Update your AI policies to manage the risk of misinformation being shared in content

Artificial Intelligence (AI) tools are becoming widely available for content creators, useful for generating eye-catching headlines or brainstorming ideas for creative content. Some brands are using it in the form of chat bots, for consumers to address any FAQs they may have about a product or service. However, while useful in many regards, AI can also be used to generate persuasive but misinformed ‘facts’ which can damage a brand’s reputation.

For example, we all remember the marketing disaster that was Glasgow’s Willy Wonka Experience in February 2024, which used AI-generated content to sell the “stunning and intricately designed” chocolate factory displays akin to “Roald Dahl’s timeless tale”. Many consumers felt they were falsely sold the experience, turning up instead to witness a poorly decorated warehouse and solemn-faced Oompa Loompas they had paid £35 to see.

This situation led to a PR disaster for the organiser, who immediately came under fire for misleading parents. Let this be a lesson for brands and PRs everywhere in any sector – whether it be corporate comms, events, sports or showbusiness – regularly updating your policies on when and how AI can be used to create content will ensure you don’t fall short on your role in upholding your client’s brand.

We’d also advise a user to be aware of data protection and confidentiality agreements – once private information has been shared with an AI content creator, we have absolutely no control over where and how that information may be used next. Whether it’s for image creation or copywriting, it’s always good practice to be transparent in AI’s role in the creative process, ensuring that that audience trust in the brand remains solid.

Consistency is key – be active, reactive and responsive.

Maintaining an active presence for your client’s audience will help them build a loyal following, which is more likely to respond when something seems a little ‘off’. When Taylor Swift was targeted earlier in 2024 with Deepfake images of a pornographic nature, it was her Army of Swifties who deployed immediately to mass-report these false images.

The variation away from her consistent tone of voice and unbreakable brand had the world’s ‘Spidey Senses’ going crazy for reform – something that with the speed at which technology is changing, is becoming ever-harder to achieve. Any brand can benefit from this consistency, making sure their tone of voice and key messaging shines through in every aspect of their digital PR and media relations.

Check your sources with a fine-tooth comb.

As researchers and content creators, we are taught from a young school age to use reliable references in your writing and employ a degree of scrutiny with sources that may be bias. A few years ago, quoting Wikipedia in your History essay might have been the biggest ‘no no’ in the rulebook, but now with the threat of misinformation being so high, your research must be finely curated to back up your arguments reliably and accurately.

Particularly for STEM, tech and science PR campaigns, trying to accurately communicate the facts has become a challenge in the digital era. Misinformation might be presented in a way which makes it look ‘scientific’ and credible, and content creators must dig a little deeper to decide if it’s a source worth quoting. This isn’t a bad thing though – if it helps your press release or opinion piece really pack that punch, clients will be grateful of the extra time spent completing that research.

A PR wears a variety of hats, including reputation manager, content creator, business advisor and communicator. In tackling misinformation online, it’s important that we are staying ahead of the curve with policy and legislation, ensure our brands’ messaging remains trustworthy and collaborate with others in the industry facing the same issues. At Eden PR, these are qualities we champion, and we are always looking for new ways to educate ourselves in the ever-changing digital media landscape.