The Role of Public Relations in Disinformation

Business Wire

02-05-2025

Disinformation has long been a part of the media landscape, impacting how organizations communicate and maintain trust with their audiences. With the advent of new technologies, the spread of disinformation and misinformation has accelerated, making it even more challenging for PR professionals to manage effectively. In our The Role of Public Relations in Disinformation webinar, three industry experts discussed strategies for addressing and managing disinformation in public relations.
Key Insights from the Webinar
The panel explored the complexities of disinformation, offering practical advice on how brands can navigate this issue:
Defining Disinformation and Its Impact: The session began by clarifying the difference between misinformation and disinformation and explaining the varying degrees of impact on organizations. Understanding these distinctions is crucial for developing effective communication strategies to counter false narratives.
Building Trusted Relationships: A significant part of managing disinformation involves fostering trust with audiences. The experts highlighted ways to build credibility and transparent communication channels to establish a foundation of trust, helping to mitigate the impact of disinformation when it arises.
Addressing Misinformation from Trusted Allies: One of the challenges discussed was handling situations where misinformation is shared by trusted partners or allies. The webinar provided guidance on how to address these instances diplomatically, while preserving important relationships.
News vs. Opinion: The panelists shared tips on distinguishing between news and opinion, emphasizing the importance of critical evaluation of information sources. This awareness helps PR professionals identify potential disinformation more effectively.
PR's Role in Message Disinformation: The session delved into the role of PR in preventing and combating disinformation. By proactively monitoring media channels and employing fact-checking processes, PR teams can quickly identify and address false information before it spreads.
Combating Disinformation: The discussion wrapped up with practical steps that brands can take to combat disinformation, including setting up early detection systems, reducing confusion with clear messaging, and maintaining transparency with the public.
Missed the Webinar?
While this event may be over, the insights shared by our panelists remain crucial for PR professionals facing the challenge of disinformation. Stay informed with upcoming resources and webinars that will further equip you to manage misinformation effectively in your PR strategy.
Meet the Panelists
Jim O'Leary
Global Practice Chair, Corporate Affairs & Advisory Services, Edelman
Jim O'Leary serves as the CEO of Weber Shandwick's largest region, North America, where he provides strategic counsel to CEOs and Fortune 500 leaders navigating complex communications and business landscapes. Renowned for transforming corporate affairs to drive substantial business outcomes, O'Leary brings over 15 years of experience from Edelman, where he held various leadership positions, including U.S. Chief Operating Officer, Global Chair of Impact & ESG, and Global Corporate Affairs Practice Chair. He joined Weber Shandwick in 2023 to continue shaping impactful strategies at the intersection of communication and business.
Michael Estevez currently serves as Vice President, GPS Communications at Bristol Myers Squibb in Princeton, NJ, overseeing strategy and issues management. With extensive experience in corporate affairs and public relations, including leadership roles at BCW Global and Winning Strategies, he has over two decades of expertise in driving impactful communications initiatives within the pharmaceutical and healthcare sectors.