Enough of fakes, let’s promote truth
As communicators, we must not spread misinformation. This is especially true online (image source: Daily Pioneer)

Enough of fakes, let’s promote truth

We live in a world of digital magic, where anyone can create new visual realities from a device as small as their mobile phones. While this may be a boon for Hollywood and entertainment, the ability to create anything from photoshopped images to deepfake videos is behind the surge of fake content, particularly on social media. It is becoming harder to know what is true from what is false, and to separate fakes from real imagery and videos. When it comes to contentious issues, bad faith actors are taking advantage of creative skills and new tools to design fake content that can win over online audiences.

Fakes can be used for any purpose or issue. Only last month, a fake video was used to promote the opening of a major new building in the region. While some thought the video was an act of inspiration, I questioned why a CGI video needed to be used as part of the building’s campaign. There were no disclaimers to say that the video was faked, and the video itself was designed to make it look as if it was real and shot on a smartphone.

Call me a killjoy (I’ve been called worse), but I truly believe that our job as communicators is to be factually accurate and not set out to mislead our audiences. Call it a Hippocratic oath for communicators and public relations professionals if you will. Our marketing friends can design beautiful visuals and fantastical videos to sell products, as the public understands that an advert is solely the promotion of a product, brand or service to attract interest, engagement and sales. They will often take brand claims and marketing materials with a pinch of salt.

What we do as communicators must be separate from this. We are responsible for building and maintaining reputations over the long term, and we cannot start or continue our relations with key groups based on falsehoods or fakes, no matter how good our intentions may be. Let us all commit to not use any fake material, false messaging or any other means that will mislead our audiences. Instead, let’s promote truth and transparency, so that we can achieve the aim of creating and maintaining positive relationships between our own organizations and the stakeholders that we care about. Are you with me?

Maria Sorger

Marketing & Communications Professional | MBA

2 年

Absolutely!

Jehad Kamal

Communication, Public Relations and Marketing Expert

2 年

Well said!

Nayaab Shaikh

Corporate Communications Manager

2 年

Going as far as creating fake videos almost seems like a cry for attention more than a positive step towards building brand equity. Many brands get warped in the race to stand out and as communicators, we should (as best as we can) push clients to emphasize on simple but effective messaging

Zeina Kays

MBA | Senior Communications Consultant | Oil & Gas | Government | Media & Advertising | Public Relations | MENA - Open to relocate

2 年

Right on point Alex! Integrity and transparency are much needed for brand communications. Fakes will be discovered later and brand trust can easily be threatened or even worse customers can be lost. The fact that some advertisers and communicators are producing high-end/ high-cost videos and promoting fake info is extremely dangerous. As we have witnessed lately that these fake videos/footage can manipulate as well war and peace status between nations and countries. My question is how do we limit fakes?

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