Fake News, Really?

The concept of “fake news” has taken the world by storm over the past year and a half. What started out as a hot topic during the 2016 U.S. Presidential election has turned into a full-blown phenomenon, capturing the attention of media, corporate America, and the world. Being in the business of reputation management we cannot take this lightly, and we want to ensure that our clients are prepared to recognize fake news and effectively communicate their initiatives.

Companies are doing everything they can to streamline news that appears on their webpage, in an effort to minimize the risk of false information making its way onto the site. In addition, Google is making changes to its search algorithm to promote “authoritative” content versus “low quality,” securing confidence in users that when they google search for answers, the information they are getting is accurate and sound.

In an attempt to combat this situation, Burson-Marsteller has announced an effort to protect clients against concerns raised by the trending topic of fake news and reinforce the integrity of their own communications activities. The team will consist of former journalists working at the firm as well as independent former media and will conduct the following:

·      Webinars to share best practices on how to combat fake news

·      Online Q&A forum where clients can ask questions

·      Quarterly webchats

·      Information on best practices posted on the firm’s Intranet

We want to ensure that our clients have access to top insights on how to spot fake news, vet information they come across, and preserve the integrity of the content they promote. Burson-Marsteller is always at the forefront of tackling the big issues, and this is no exception.

For more information about this new initiative or if you would like to learn more about what we are doing at Burson-Marsteller, please don’t hesitate to message or email me.

Jorge Ortega