Protecting Corporate Image in the Age of “Fake News”: How Public Relations Professionals Handle Misinformation in the Digital Age

This study aims to examine the impact of “fake news” on corporate reputations and describe the best approaches for public relations professionals to effectively deal with instances of false
information. Moreover, it aims to identify successful strategies for PR professionals to adeptly navigate and minimize the adverse effects of fake news on corporate communication. The study was conducted through a qualitative approach using structured, in-depth interviews with open-ended questions. Purposeful sampling was used to select twenty public relations and communications professionals. The results suggest that the concept of “fake news” is divisive and political, concentrating more on its branding implications than the core issue of misinformation.
The results also show that the optimal strategy for dealing with disinformation entails countering it with the truth, and recognizing the limitations of controlling the entire narrative. Finally, the significance of this study lies in its ability to pave the way for best practices in the field of PR, equipping future professionals with the tools and knowledge needed to navigate the treacherous landscape of disinformation effectively. It emphasizes the urgent requirement for preventative measures to deal with misinformation.