of Fake News
d how to stop the spread of it
fake news. Our code of ethics prohibits such behaviors,”
said Batyko. “While we’ve long lamented that public rela-
tions is used to mean lies or spin, we now have a window
of opportunity to articulate the difference between the
ethical practice of public relations by professionals with
the entities that disseminate lies and unethical practices.”
Along with the statement on alternative facts and fake
news, PRSA and PRSSA follow a strict Code of Ethics that
includes guidelines on honesty, transparency and fairness.
“Unfortunately, we didn’t need anybody to add any-
thing else to make us look bad. Public relations profes-
sionals already struggle with a bad reputation,” Lambert
said. “Fake news bleeds onto us, yet isn’t fully connected
to us. But because it’s an issue in the media field, if peo-
ple can’t trust the media, it will only further hurt the as-
sumption that consumers may have about public relations
practitioners.”
23%
OF PEOPLE IN THE
U.S. ADMIT TO SHAR-
ING A FAKE NEWS
STORY
1 in 10
MOVING FORWARD: FIGHTING FAKE NEWS
“We’re not going to be able to stop the spread of pro-
paganda. What we have to do is become more informed
citizens,” said Schultz. Throughout her journalism career,
she has always dubbed fake news as propaganda, saying
it is always spread with an intent or purpose.
With the internet providing consumers with a constant
stream of news, public relations practitioners must cut
through the noise and deliver honest, transparent mes-
sages to our publics.
“Public relations practitioners cannot wage war against
all fake news. We’ll defend our clients and their stakehold-
ers when and where fake information is spread to attempt
to discredit them,” Batyko said.
Tactics for fighting against fake news include provid-
ing the public with non- or bi-partisan sources including
sources from a variety of social standings and using infor-
mation that can be independently verified.
“Folks are going to need to be more imaginative than
they ever were. One thing that crisis communicators are
great at is really seeing every issue that could arise for a
company, and now, with fake news, they’re going to have
to get much more creative,” said Lambert.
According to The New York Times, platforms like Google
and Facebook are actively working to block the spread of
fake news online. Websites like “Snopes” work around the
clock to d ebunk or prove news stories. Entire conferences
and panel discussions have been created on the topic.
With publishing companies working to stop the spread of
fake news stories, it is the responsibility of public relations
practitioners to ensure the trend of putting an end to fake
news continues.
SPRING 2017
PEOPLE SAID THEY KNEW
THE STORY WAS FAKE
WHEN THEY SHARED IT
32%
OF PEOPLE SAID THEY
OFTEN SEE MADE-UP
NEWS STORIES ON
SOCIAL MEDIA
39%
OF PEOPLE CAN TELL
WHEN NEWS IS FAKE
Source: USA Today
WWW.PRSSA.PRSA.ORG/FORUM
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