Words: Patrick Griffin, Head of Media
April 3, 2025
Misinformation is among the most serious issues facing the world today and has the power to bring down businesses, influence elections and fuel international conflicts.
It is easier than ever before to disseminate false information to a wide audience, and distinguishing fact from fiction can be difficult, especially when misinformation originates from seemingly trusted sources.
Whether from social media, mainstream news, or even well-intentioned but misinformed sources, misinformation can spread like wildfire, potentially reshaping views and perspectives on a massive scale.
The role of social media in misinformation
Social media platforms can fuel the rapid spread of misinformation. The algorithms of platforms such as Facebook, X (formerly Twitter), TikTok, and YouTube prioritise content that generates high engagement, which can ultimately amplify misleading or sensationalist stories.
In turn, stakeholders – be they customers, investors or policymakers – may make decisions and take action based on flawed or distorted narratives.
In the lead-up to the 2024 US presidential election, investigations revealed that Facebook approved advertisements containing harmful election-related disinformation (Global Witness, 2024). X has become a significant conduit for election-related misinformation; for instance, false narratives about voter fraud in key US swing states have been amplified, undermining trust in the electoral process (Reuters, 2024).
Closer to home, a BBC investigation found that TikTok was a source of ‘misleading and divisive content’ in the run-up to last year’s General Election, including an AI-generated video clip where Rishi Sunak was (most improbably) heard pleading: “Please don’t vote us out, we would be proper gutted!”
The investigation revealed that even when some clips were labelled as satire, users struggled to distinguish between fact and fiction (BBC, 2024).
How misinformation can affect your stakeholders (and how you can spot it)
Misinformation doesn’t just spread falsehoods – it actively influences stakeholder perspectives, which can have serious consequences for organisations.
When investors act on misleading financial reports, policymakers respond to distorted narratives or consumers make purchasing decisions based on false claims, the ripple effects can be damaging.
Communications professionals must develop a critical eye when assessing information in the media and online. Key indicators of misinformation include:
- Sensationalist headlines – If a headline seems too shocking or divisive, it may be designed to provoke rather than inform.
- Lack of credible sources – Trustworthy journalism relies on verifiable sources; if a claim lacks credible attribution, it’s worth investigating further.
- Cherry-picked data – Selectively using data to support a narrative while ignoring contradictory evidence is a common misinformation tactic.
- Echo chambers and social media virality – Misinformation often spreads in closed circles online, where it is reinforced without scrutiny.
It’s critical you ensure you are getting your information from a range of sources – this not only help you identify misinformation, but also enables you to identify bias and spot stories and developments that some outlets aren’t covering.
Communications as a line of defence
Strategic communications and engagement are not just about disseminating information; they are also about correcting falsehoods.
By staying informed, guiding clients on best practices and ensuring the truth prevails, PR agencies can protect reputations and foster trust in an increasingly sceptical media environment.
When misinformation takes hold, a well-prepared communications team can respond swiftly with verified facts, correcting the narrative and preventing long-term reputational damage.
For organisations looking to safeguard their brand against misinformation, a strong communications strategy can help cut through the noise by delivering clear, consistent messaging through trusted media and proactive engagement.