While some fake news doubtless originates in this way, it also comes from sources that range from people trying to drive stocks up and down (as with meme stocks), unscrupulous competitors, and even from foreign governments seeking to damage rival nations’ economies.So, businesses need to prepare in the way they would prepare for any crisis, using basic risk management techniques of identifying and assessing the likely risks, then developing comprehensive approaches for minimising the impact of those risks in the event they do occur.For instance, if you’re an investment business, it might involve fake news about unethical behaviour. But it is a mistake to think that if you are not a newsworthy company and being obscure means that you won’t suffer at the hands of online trolls, pranksters, and bad actors. Being a “nice” company that behaves with honesty and integrity does not automatically prevent you from being a victim of malicious and damaging information.Move quickly
A further reason businesses struggle with fake news is that they’re caught off guard and they don’t have responses in place. Incidentally, this quote is only attributed to Twain — there is no proof he actually said it, making it, potentially, an example of 19th-century fake news.If there are elements of truth to it (or you are unsure), you might give yourself wiggle room by saying you believe it’s inaccurate and you’re going to investigate.Positive fake news that makes you look good (and might be disseminated by your most loyal customers) may fall into this category.But if it’s malicious, you may need to take action — ranging from asking social media providers to take down posts to threatening legal repercussions.You will likely learn about how it spread, what made it attractive, and gain insights, which are likely to help you combat similar stories in the future and build resilience.A poor or rash response, even if it’s born out of loyalty for the company, can inflame any situation and, again, may be exactly what the person or entity that created the fake news wants.This means that when fake news about your company is disseminated, people are less likely to give it credence and spread it — and it also means that any refutation you issue is more likely to be readily believed.
Full story: https://www.fm-magazine.com/issues/2025/sep/corporate-disinformation-have-a-plan-and-move-quickly/
