Perception has become especially important in an age where false information can spread quickly and significantly impact public opinion.
We are in the post-truth era, where “objective facts have less influence in defining public opinion than those that appeal to emotion and personal beliefs”. This phenomenon, coupled with social media fever and growing internet penetration, has made fake news a pervasive and potent force that can sway public opinion, affect the reputations of individuals and organisations, and even impact geopolitical relationships.
Fake news and its impact on perception are not new. From the infamous Yellow Journalism era, which inadvertently led the US into the Spanish-American War, to the 1938 broadcast of the radio drama “War of the Worlds,” which created widespread fear in the US, history is replete with instances of how disinformation can have real-world consequences.
The proliferation of social media has made the spread of fake news and disinformation easier. With the click of a button, false narratives can be shared with millions of people within minutes. This has led to a situation where even reputable media outlets and organisations need help to control the narrative around their brands. In this environment, the need for effective perception management has become more critical.
Understanding Fake News and Its Impact on Perception
Before delving into the influence of Fake News on brand perception and practical techniques for combating it, it is vital to define perception. Perception, in broad terms, relates to how individuals see or interpret information, and several factors, including personal beliefs, experiences, and biases, impact it.
With the advent of the Internet and the ubiquity of social media platforms, the era of fake news presents new challenges for businesses, public office holders, and public relations practitioners worldwide. Perception has also become especially important in an age where false information can spread quickly and significantly impact public opinion.
Fake news is any false information created and spread to mislead or deceive the public; it can be spread through social media, traditional media, and other online platforms. The impact of fake news can be significant, leading to negative perceptions of individuals, organisations, and even countries, as we have seen above.
To effectively manage perception, it is critical to understand the key drivers of public opinion and how to influence them. Several factors can influence public perception, including social media, traditional media, and individual biases. These biases can be challenging to overcome, but it is essential to recognise their impact when managing public perception.
The Power of Social Media in The Era of Fake News
Social media has become a dominant force in shaping public opinion, with billions worldwide relying on platforms such as Facebook, Twitter, and Instagram for news and information. However, social media also presents unique challenges for perception management.
False information can spread rapidly on these platforms, leading to reputational damage for businesses and public figures alike. To counteract this, PR professionals must be vigilant in monitoring social media channels, identifying false information quickly, and crafting a rapid response strategy that corrects the record.
Despite Loss of Credibility, Traditional Media Still Matters
While social media is a powerful tool, traditional media outlets such as newspapers, TV news, and radio still hold significant sway over public opinion. However, the rise of fake news has eroded trust in these sources, leading to a fragmented media landscape where it is increasingly difficult to distinguish truth from falsehood. For instance, 56% of Americans believe that “Journalists and reporters are purposely trying to mislead people by saying things they know are false or gross exaggerations.”
To counter this trend, brands and public relations professionals must seek to establish rapport and trust with journalists, give correct information, and proactively counter misleading narratives in the media. Moreover, they must adapt appropriately and remain abreast of media consumption trends.
By adopting a multifaceted approach to media relations, PR professionals can help ensure that their clients’ messages are accurately conveyed to the public and that their reputations remain intact in an increasingly complex media landscape.
Strategies for Managing Public Perception
In today’s fast-paced and interconnected world, the rise of social media and the proliferation of news sources has made it more challenging for brands to manage their public perception. The widespread dissemination of fake news and misinformation has led to a loss of trust in traditional media sources, making it even more critical for organisations to be proactive in shaping their narrative.
But, with the right strategies, brands can develop a favourable public perception and protect their reputation. By monitoring media channels, communicating with their audience, and providing factual information, they can overcome the challenges of the fake news era and emerge with a strong and respected reputation.
It involves a multi-pronged strategy that includes real-time listening, analysis, strategising, and timed response. Ultimately, staying vigilant, authentic, and adaptable to the ever-changing media landscape is the key. Here are some practical strategies for managing public perception:
Transparency and Authenticity are Key
In the age of fake news, authenticity and transparency have never been more critical. Consumers and voters are increasingly sceptical of brands and public figures and demand transparency and honesty in all communications. To build trust with audiences, brands must be honest and open about their practices, admit mistakes, and take responsibility for missteps.
Authenticity is also critical, with audiences responding positively to brands and public figures who are genuine to their values. Brands then must be open and honest about their practices and communicate authentically. When people feel they can trust an organisation or individual, they are more likely to believe what they say.
In 2017, Pepsi faced backlash after releasing an ad that many people found tone-deaf and offensive. The company quickly responded by pulling the ad, issuing a public apology, and engaging in a dialogue with consumers to understand their concerns. By being transparent, authentic, and responsive, Pepsi was able to mitigate the impact of the controversy and rebuild trust with its customers.
Social Media Monitoring
Social media can be a powerful tool for managing public perception but also a liability, so it is required for brands to continuously monitor social media chatter so they can track false information and respond quickly to correct them.
Because social media is the modern and fastest form of word-of-mouth, it has become a new battlefront. According to a Nielsen survey, 77% of customers trust the advice of family and friends when seeking information about new items. Because of this, social proof, as this online version of word-of-mouth marketing is called, cannot be overstated.
Beyond monitoring, social media platforms also provide opportunities to communicate with audiences, share accurate information, and respond to comments, messages, and reviews. This helps create a solid connection with your audience and demonstrates that you respect their input.
Engage with Traditional Media.
Traditional media can still be a powerful tool for managing public perception, and brands need to engage with traditional media to share accurate information and correct any false information. Building relationships with journalists and media outlets that cover their industry or topic is also helpful. By providing accurate and timely information, brands can establish themselves as trusted sources and increase the likelihood of positive coverage.
PR professionals can also leverage traditional media to build positive perceptions by highlighting the positive impact of brands on the community, industry, or society. However, it’s important to note that traditional media is just one piece of the puzzle in managing public perception.
During his election campaign, French President Emmanuel Macron faced a barrage of false information, rumours and conspiracies spread on social media and traditional media. One of them spread the vile rumour that Mrs Macron had been born a man.
The Macron campaign was able to counteract these false narratives by leveraging social media to engage with voters directly, using targeted ads to spread accurate information, and partnering with trusted journalists to provide accurate reporting. By being proactive, strategic, and authentic, the Macron campaign overcame the challenges of the fake news landscape and won the election.
The Importance of Addressing Concerns Promptly
In today’s connected world, information may spread rapidly. Taking care of issues as soon as they develop is crucial. This involves having a crisis communication plan in place and responding promptly to negative comments or feedback on social media. If problems are addressed promptly, they will likely have less of an effect on public opinion.
By acknowledging and addressing public concerns, brands can demonstrate their commitment to their stakeholders and protect their reputations. It is also essential to be transparent and honest in these communications, as attempts to cover up or downplay negative incidents can backfire and further damage your reputation.
Educate Your Audience.
Another strategy for managing public perception is to educate your audience on your solutions, processes and activities. This empowers your audience to make informed decisions about you and your industry. When businesses are transparent about their processes, products, and services, customers are more likely to trust them.
Increased trust has been linked to growth in customer loyalty and positive word-of-mouth advertising. By providing comprehensive information, companies can also differentiate themselves from their competitors and establish themselves as industry leaders in the eyes of their customers. Overall, educating your audience can help manage public perception and build a positive reputation for your business.
Seek Professional Help
The management of public perception can be challenging, and there are instances when it may be essential to seek the assistance of a professional. PR professionals can assist businesses in managing their public image and combating fake news or misinformation. Brands can also collaborate with other types of experts, such as attorneys and cybersecurity specialists.
Working with a public relations professional can guide businesses in handling difficult situations that could negatively impact their reputation. They can help businesses develop effective communication strategies and respond to any negative press promptly and appropriately. PR professionals can also provide valuable insight into how the public perceives the company and suggest ways to improve its image.
Another reason why seeking professional help is important is the potential legal implications of negative press. False information can cause significant harm to a business, leading to financial losses and even legal action. Working with lawyers specialising in reputation management can help businesses protect their brand and reputation by taking legal action against those who spread false information.
Cybersecurity experts can also help businesses mitigate the damage caused by incorrect information spread through social media or other digital platforms by tracing the source and taking steps to remove it.
Summarising It all
Overall, managing perception in the age of fake news is a complex task that requires vigilance, authenticity, and strategic thinking. Transparency and authenticity have never been more critical, with consumers and voters demanding honesty and openness from businesses and public figures. While social media has become dominant in shaping public opinion, traditional media outlets still hold significant sway.
By following actionable strategies like monitoring social media channels, building relationships with trusted journalists, and being transparent and authentic in all communications, businesses, public figures, and PR professionals can navigate the challenges of the fake news landscape and build trust with audiences. With these strategies, organisations can successfully manage their public perception, even in the face of misinformation and false information.
Edward Israel-Ayide, a public relations and marketing communications professional, is the Founder and Head of Communications & Strategy at Carpe Diem Solutions, an agency that employs storytelling strategies to help brands build trust with their audiences.
A version of this article first appeared in the Experiencing PR Magazine by Nigerian Women in PR