Our Communications Have A Credibility Problem
If the potential for misinformation makes you not want to read anything online, you aren't alone. A 2024 Pew Research report noted that 40% of Americans who get their information online say inaccuracy is the aspect they dislike the most, a number that's increased nearly 31% over the past five years.
For the better part of a decade, we're increasingly aware that misinformation and disinformation exist, yet few understand the difference. Misinformation, or the inadvertent spreading of false or misleading information, is typically when people don't realize they are sharing something false. Its more sinister counterpart is disinformation, when a blatant and coordinated attempt to confuse and mislead is malicious and intentional.
These challenges are leading to an erosion of our trust in media and online news platforms. A 2023 study from the University of Southern California found that frequent, habitual users on Facebook forwarded six times more fake news than occasional or new users. Once false information spreads, it's much harder to control or limit.
The Online Credibility Conundrum
The internet thrives on sensationalism, not credibility. Online platforms prioritize content that gets a lot of engagement (clicks, shares and comments) regardless of how factually accurate it might be. After all, doing so is good for business; it keeps users engaged, stock prices climbing and board members happy. But it does little to stem the spread of misinformation, not to mention that it's not always easy to differentiate legitimate news from clickbait.
You might be asking yourself, 'Is everything I read online false or misleading?' No, but based on the research, odds are that there is misinformation in your news and social feeds right now. Nearly 80% of Americans are concerned that the information they see online is fake, false or a deliberate attempt to confuse people. You're definitely not alone.
While some may be quick to blame recent advancements with artificial intelligence (and there are plenty of challenges there to choose from), the reality is this: The Internet Age democratized the sharing of content, giving writers the opportunity to create and publish what they believe is an authoritative piece of content and maximize its visibility, regardless of factuality or truth. The internet leveled the playing field for online content creators. This is when the sharing of misinformation online began—not with the launch of social media or recent advancements with AI, although both of these have perpetuated the spread of misinformation. The problem has now become too large to ignore.
Communications In The Era Of Misinformation
As communications professionals, we know much of our professional value lies in our ability to be influential. Our corporate reputation becomes our personal brand, and it's how we present ourselves in public, speak to the media and make the case for investment when budgets are tight.
When we speak publicly either for ourselves or our organizations, we need to do so with great authenticity, empathy and credibility. What we say demonstrates our values and contributes to the larger narrative. Getting it right can make a career; getting it wrong can send stock prices tumbling.
Trust is the new currency of the workplace. It's won and lost, and you always have room for more. You can't be successful without it, especially in corporate communications.
Changing The Narrative
More professionals are taking notice of the importance of the quality of and credibility in communications. The Oxford-GlobeScan Global Corporate Affairs 2025 Survey Report reflects its increased importance.
Whether you are speaking on behalf of an organization or for your personal brand, here's how to start changing the status quo and to bring trust back to the table.
• If it seems too outrageous to be true, be skeptical. Question everything. Before sharing, check several reputable sources and use tools and platforms to help you identify potential blind spots and verify factuality and credibility.
• Stop, look and listen. Stop and take a moment before you do anything. There is great power in the pause. Firing off one reactive and rushed comment on social media can sideline a career. Look closely at what you're posting and read it through before you even consider sharing. Even the majority of influencers don't verify what they share. Verify your claims and content with reputable sites.
• If you spot misinformation, report it. Whether you choose to question or inform the person who posted it, or report misinformation to the online platform directly, you have an opportunity to help solve this challenge.
The only way we bring trust and credibility back to our online conversations is by making small, incremental changes. Rather than ignoring the problem, we each need to become part of the solution. Nothing changes if nothing changes.
The next time you read something that seems too good to be true, you know what to do.
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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