Safeguarding Brands in the Age of Disinformation/Misinformation: Insights from the Peer PR Conference
By Jonah Nwokpoku
The global spread of misinformation and disinformation has become a major societal threat, driving ethno-religious and political tensions and endangering both democracy and national unity. As digital media accelerates these trends, brands and governments face complex challenges in managing public perception and trust.
Recent studies underscore the financial toll misinformation takes on the economy. For example, CHEQ and the University of Baltimore estimate that fake news costs the global economy approximately $78 billion annually. Additionally, the 2023 Edelman Trust Barometer reveals that 57% of people worldwide struggle to distinguish between true and false information, undermining trust – a foundational component for both businesses and government institutions. Further, a Deloitte study indicates that 87% of executives find reputational risk management increasingly difficult due to digital media’s reach.
In light of these challenges, the Peer PR Conference recently hosted a discussion on Crisis Communication in the Age of Disinformation and Misinformation, attended by over 100 participants from Nigeria and the UK. Organized by MSc students – Jonah Nwokpoku, Solomon Nkwagu, Michael Dada and Jude Nnadozie – at the School of Media and Communication, Pan-Atlantic University, Lagos, the conference brought together prominent Nigerian communication experts, including Dr. Obinna Chima of Thisday, Keni Akintoye, CEO of KT Communication, and Barr. Ime Asibong, Company Secretary at Ibom Power.
The speakers explored various aspects of misinformation, including the Role of Media in Combating Disinformation, which is a call for responsible media practices to reduce the spread of false information; Legal and Regulatory Considerations, which emphasized the need for legislation to address disinformation; Technologies for Tackling Disinformation to explore available technologies for mitigating the impact of disinformation; and Strategies for Brand Protection, where Keni Akintoye focused on practical steps brands can take to safeguard their reputation.
Key Takeaways from Keni Akintoye’s Session on Brand Protection
While the conference provided a veritable platform for a holistic examination of the intractable challenges of disinformation and misinformation in the digital era, the sub-theme that captivated me was anchored by Keni Akintoye, which focused on how brands are navigating the trends and outlook for solutions for brands to protect themselves.
According to Mr. Akintoye, the financial and reputational damage caused by disinformation is immense, with brands at risk of losing both revenue and long-standing trust. To combat these threats, brands should focus on:
• Leadership and Image Management: Brands must enhance their visibility and maintain their core identity to withstand misinformation.
• Building a Strong Online Reputation: Customer satisfaction and service quality are crucial to fortifying a brand’s online presence.
• Adopting New Tools: Leveraging technology to monitor and respond to disinformation can help brands stay proactive.
Practical Recommendations for Brands
• Establish a Crisis Communication Plan: Keni recommended that brands partner with communication professionals and agencies to develop a rapid response strategy for misinformation incidents.
• Invest in Technology: Referencing tools such as SquirrelPR, a public relations management software, Akintoye advocated leveraging tools to manage the media, monitor online discussions and respond to disinformation.
• Educate and Empower Customers: According to Akintoye, customer education is the foundation of buildingtrust as it helps brands to provide clear, accurate information, as well as dispelling rumours.
• Strengthen Brand Values: In what he described as developing tentacles of defence, Akintoye noted that building a strong brand identity helps brands stay resilient in the face of misinformation and disinformation.
The Peer PR Conference underscored the pressing need for brands to adopt protective measures against disinformation and misinformation. As digital media continues to evolve, brands must adapt, implementing innovative tools and building resilience to protect their reputation and public trust.
This project was carried out as the author’s Project Based Internship (PBI) as an MSc Media and Communication student of the SMC, Pan-Atlantic University.
