Facing misinformation about your company in the media, how can you uphold a positive public image?

Uno de nuestros principios básicos, y que hemos formulado en @magnum comunicación, creo que con bastante acierto es: “comunica lo que haces, pero también haz lo que comunicas”. Directamente pensado para ahuyentar a los “vendehumos”

Let's be crystal clear here. You will never be ready to address all of the negatives or misinformation about your company. In a lot of ways, the deck is stacked against brands when it comes to sites like Wikipedia, social networks or reddit. So how do you combat? Embrace it and showcase what the facts are. Transparency is key and while perception is reality, changing an audience's perception is based on trust. To do that, don't shy away or hide - be honest and call out the misinformation for what it is. We did this approach for years with Kaspersky. Sometimes it works, sometimes it doesn't. However you need to be consistent in your voice and addressing "fake news." Your speakers and employees also need to be empowered.

Leverage SEO tools and engage in social listening to take a closer look at how many audiences, outlets, or stakeholders are searching for or resharing this misinformation. Once you have a big picture view of the situation's scale and scope, and can gather strategic insights from these data, you can determine which channels will be most effective in helping you communicate an authentic, factual narrative. Do not be reactive, confrontational, or defensive. Seek first to understand what's concerning your audience and get to the heart of the matter by monitoring the source and crafting a thoughtful response. Vulnerability is a courageous strength when course correcting a narrative.

Always ensure that you are in control of the narrative about your company. Establish official communication lines so that people can contact you for any information about your company. Do not ignore misinformation because it is a source of reputational risk.

A melhor maneira de se manter bem no quadro corporativo é ainda se manter limpo. Sem problemas judiciais com fornecedores ou clientes. A melhor mídia de apresenta??o é a satisfa??o do cliente e a apresenta??o boca a boca.

Desde el punto de vista estratégico, un buen comunicado de prensa puede, a la vez, defendernos de infamias y construir una imagen pública sana y reconocida, ya que en él podemos, no solo rectificar cualquier información que nos agobie, sino también, construir nuestra imagen usando un lenguaje informativo que incluya no solo opinión sino también información de nuestra visión y valores. Cada espacio de respuesta es una oportunidad de darnos a conocer, considerando que para los medios tradicionales el escándalo será más atractivo que las buenas ideas, usar esos espacios para que nos connozcan de buena manera es absolutamebte necesario. Invitar a puntos de prensa, será nuestra mejor herramienta para lograr tal fidelidad.

Crafting a response during a reputational crisis to address misinformation requires thoughtfulness, not reactivity. Understanding the source of the misinformation (the why), collecting the facts, and communicating with clarity are critical components for structuring an effective response. Also, be mindful of your brand voice's tone and inclusive of diverse audience perspectives. Situational awareness and social listening can help you build a better communications strategy.

After you analyse the strategy, tactics and operations that are being used in the desinformation, is time to act promptly and refute any false information: a brand should never choose to remain silent when faced with harmful fake news. Some brands, like individuals, believe that such news won't go viral and choose to ignore it. However, by the time they realize the impact, the news has spread so quickly and widely that they are left wondering: "How do we debunk this now?"

Após avaliar o impacto da divulga??o de fake news, a empresa deve comunicar-se de maneira transparente, corrigindo a desinforma??o com evidências concretas e refor?ando seus valores e compromisso com a verdade. Esse posicionamento ajuda a restaurar a confian?a do público e proteger a reputa??o da empresa.

N?o existem heróis ou vil?es quando o assunto é transparência. Reconhecer os erros deveria deveria ser o principal objetivo de um comunicado de imprensa pós crise. é necessário trazer porta-vozes capazes de ressaltar as falhas ocorridas e principalmente as providências e decis?es estratégicas tomadas pela organiza??o.

All too often companies provide no comment when being faced with negative news or incorrect assumptions. That is the wrong way to proceed. After spending decades in corporate communications, I can confidently say that transparency wins. Issuing a press release is best as all stakeholders will have access to the news. However, it is important to note the tone of the release. It should be educational and informative and not defensive. If the misinformation was damaging, I would launch a multi-month or year long communications campaign to educate stakeholders to rewrite the narrative.

To get started, here’s a short list: ?Sort where the misinformation is coming from — trace the source ?Reach out to understand how they came to their understanding/reporting ?Respectfully mention you would like to set the record straight and work to correct the record by brokering a conversation with an executive or other company spokesperson

Todos los MCM, especializados o no, reciben información de caracter informativo y de impacto social para sus distintas áreas, la idea entonces no es contactarles para comentarles quiénes somos, sino idear una forma en que cada noticia o comunicado que entreguemos sea de interés social, ya sea por el impacto en la comunidad o por lo relevante para el desarrollo de muchas personas, no solo los que pertenecen a la organización, así los medios tendrán una excusa para poner atención y publicar. Una mejora tecnológica se puede justificar como un avance para hacer nuestro trabajo de mejor forma pensando en la gente, una gestión más inclusiva, hablará de una organización interesada en el contexto.

Isso pode ser feito por meio de declara??es oficiais, entrevistas, e uso estratégico das redes sociais para esclarecer mal-entendidos e apresentar os fatos. A transparência é chave. Ao fornecer informa??es claras e precisas, a empresa pode reconstruir a confian?a e corrigir equívocos. Além disso, o envolvimento direto oferece uma oportunidade para humanizar a marca, mostrando que há pessoas reais por trás da empresa, comprometidas em resolver qualquer problema e em manter uma comunica??o aberta com o público.

Companies that lean into their core values and share their purpose in external communications will reach a wider audience. Let the brand's authentic voice shine with positive intention about how the company contributes to society and benefits communities. Misinformation can only be confronted with true stories that connect to an audience ready to engage directly. This relationship begins with a conversation, so offer the public an opportunity to listen and learn from the people who are making the difference in your organization. Their expertise can counter this misinformation through proactive knowledge sharing in comments, articles, and other content types.

é premissa acompanhar as rea??es nas redes sociais, os comentários em publica??es oficiais e o sentimento expresso em fóruns e plataformas de discuss?o. Essa análise contínua permite que a empresa ajuste suas estratégias de comunica??o conforme necessário, respondendo a novas preocupa??es ou desinforma??o que possa surgir. Além disso, o monitoramento eficaz do feedback ajuda a identificar quando a crise de imagem come?a a diminuir, permitindo que a empresa saiba quando pode come?ar a focar em mensagens mais positivas e em reconstruir sua imagem de maneira proativa.

One effective way to monitor customer feedback is through Customer Feedback Management (CFM) systems. These tools allow you to collect feedback from various channels, including emails, websites, social media platforms, and customer service interactions. Another method is using Net Promoter Score (NPS) surveys.

Analisar as rea??es do público e dos stakeholders na imprensa, nas redes sociais, nos comentários e em outros canais de comunica??o ajuda a entender a percep??o geral e a ajustar estratégias futuras para fortalecer a reputa??o e a confian?a na empresa.

Always verify the information you share through research. Before posting, authenticate the source. Don't just post because it's a trending topic. If you encounter something false, respond with the correct information and share the facts with proof. Signpost the source for the facts about the topic. If the content has reached a large audience, clarify the confusion. Don't just mark content as fake. Provide the actual position and seize the opportunity to establish your authority. Don't ignore wrong information, assuming it will die down. It may vanish from online spaces but not from people's minds. Finally, monitor to ensure the clarification is well received. If not, keep updating it.

La verificación de información es un área fundamental en el ámbito de las competencias digitales y en este aspecto, resulta fundamental el papel que tienen las organizaciones y las empresas (por su alcance) en la alfabetización digital de la audiencia. Ante la infoxicación y la facilidad para producir y compartir información sin control, la labor preventiva es útil para evitar un crecimiento desproporcionado del contenido inexacto o erróneo.

Una política de comunicación anti fake news hoy es crucial. Las partes, medios, colaboradores y clientes, deben ser informados abiertamente de un protocolo para identificar qué información es oficial y cuál no. Un simple criterio de seguimiento de fuentes sería una primera y gran medida, tener canales claros con nombres directos que no se presten a la confusión en buscadores o en redes sociales. La idea es que, teniendo entregas periódicas de información para todos los stakeholders, ellos puedan anticipar un error si esos periodos no son los usuales o se usan palabras o imágenes que no concuerdan con el espíritu de la organización o marca. Si somos claros con nuestro discurso la gente podrá saber cuándo no somos los que hablamos.

Fornecer orienta??es claras sobre como verificar fontes, distinguir informa??es confiáveis e reportar desinforma??o ajuda a capacitar os stakeholders a discernir a verdade, promovendo um ambiente de comunica??o mais transparente e confiável.

Quem assume a lideran?a da comunica??o é capaz de divulgar sua própria vers?o dos fatos. Portanto, quando um indivíduo ou organiza??o se tornar alvo de desinforma??o, a melhor alternativa é impor uma narrativa baseada em fatos da realidade. Nesse caso, quanto mais, melhor.

The time when Comms teams managed all Comms is over! Each and every employee is a potential ambassador. Ensure they are equipped to be the best advocates when misinformation is shared. They should be educated to report on any misinformation they fall on while going through social media, and be able to answer spontaneously and correct any misunderstanding. Who will you believe more naturally, someone who's in the know but has no personal interest (role, salary) in responding but still does because they believe and feel what they say, or someone who's job it is to say good all good things about the company? :)

O treinamento e a sintonia entre as equipes internas s?o alicerces estruturais de uma boa comunica??o. O espírito do EndoMarketing é manter a coerência interna e externa quando se trata do fluxo de informa??es. Ser capaz de manifestar sua vers?o dos fatos é essencial para uma comunica??ocorporativa eficiente.

From personal experience- a lot of misinformation is spread by unethical competition, paying individuals to post fake product reviews, creating fake offers, and even make false statements! Social media spreads this quickly, making monitoring essential. Ideally, you should have PR professionals (many of them) in charge of monitoring various channels and quickly responding. The best approach is to calmly correct the misinformation and share the truth. Typically, the response should take place in the channels where you have the strongest following. The correct information should be issued as soon as possible - after you identify the false information. However, avoid rushing a response that might come across as incomplete or offensive!

It is critical to appreciate that responding to such scenarios is far easier when a proactive trail has been blazed in terms of: 1. Building and protecting trust equity with stakeholders consistently, 2. Mindfully creating an authentic brand identity that is anchored in transparency and proper Governance. That way, when misinformation is released by others, public opinion will be determined not only by the incorrect statements, but against the backdrop of the reputation your organization has methodologically curated and continously improved upon over time. When this is absent, countering false narratives and recovering brand value becomes a journey that is unnecessarily fraught with incumberences.

Now the situation evaluation will differ based on 3 main factors: 1- your online presence & Branding: Are you on the right track, still building, recovering /rebranding, or your presence and branding are already weak that you are more vulnerable to misinformation? 2- Nature & reach of the misinformation published : This will help you determine how to manage them, starting with totally ignoring up to legally going after the source. 3- Loyalty of your clients: Support from your clients might be even more effective than your own response. * Tip : Misinformation are sometimes a free gift if you deal with them smart enough