How to Navigate Misinformation

Harsh truth: AI has opened up a Pandora's box of threats. The most concerning one? The ease with which AI can be used to create and spread misinformation. Deepfakes (AI-generated content that portrays something false as reality) are becoming increasingly sophisticated & challenging to detect. Take the attached video - a fake video of Morgan Freeman, which looks all too real. AI poses a huge risk to brands & individuals, as malicious actors could use deepfakes to: • Create false narratives about a company or its products • Impersonate executives or employees to damage credibility • Manipulate public perception through fake social media posts The implications for PR professionals are enormous. How can we maintain trust and credibility in a world where seeing is no longer believing? The answer lies in proactive preparation and swift response. Here are some key strategies for navigating the AI misinformation minefield: 🔹 1. Educate your team: Ensure everyone understands the threat of deepfakes and how to spot potential fakes. Regular training is essential. 🔹 2. Monitor vigilantly: Keep a close eye on your brand's online presence. Use AI-powered tools to detect anomalies and potential threats. 🔹 3. Have a crisis plan: Develop a clear protocol for responding to AI-generated misinformation. Speed is critical to contain the spread. 🔹 4. Emphasize transparency: Build trust with your audience by being open and honest. Admit mistakes and correct misinformation promptly. 🔹 5. Invest in verification: Partner with experts who can help authenticate content and separate fact from fiction. By staying informed, prepared, and proactive, PR professionals can navigate this new landscape and protect their brands' reputations. The key is to embrace AI as a tool while remaining vigilant against its potential misuse. With the right strategies in place, we can harness the power of AI to build stronger, more resilient brands in the face of the misinformation minefield.

Fighting misinformation doesn’t always mean confronting it head-on. Sometimes, it means stepping around it entirely. That’s "Bypassing". We’ve long believed the best way to deal with misinformation is to “correct” it with facts. But new research from Penn suggests a different approach: bypassing — providing accurate information without ever repeating the false claim. Why? Because repeating a myth, even to debunk it, can make it more memorable. Familiarity breeds belief. Instead, bypassing focuses on planting a clear, strong truth from the start. You don’t mention the myth at all — you just tell people what is true. ✅ “Vaccines support healthy pregnancies and are thoroughly tested for safety.” Rather than ❌ “Vaccines don’t cause infertility.” The Penn study showed that bypassing was just as effective as direct correction — and sometimes even better, especially when beliefs weren’t yet deeply held. It also avoids triggering defensive reactions or entrenching misinformation further. Bypassing isn’t the only tool we have, but it’s a powerful one — especially for emotionally charged topics or when trying to reach skeptical audiences. Sometimes, the best way to fight a lie isn’t to wrestle with it. It’s to tell a stronger, stickier truth instead.

I had the pleasure to speak with the members of the IPSF - International Pharmaceutical Students' Federation on promoting resilience to health misinformation. Sarah Neggazi Angela Judhia Arkandhi Khadidja Medjahed Pharmacists are part of the family of health professionals that translate health information daily, whether it is in patient- or community-facing roles, as well as in more upstream roles in R&D and thinking about how patient voices and experience are to be represented in the drug development ahead of submissions to regulators. Going forward, we need to flip the paradigm of "combating misinformation" and reflect on what our individual professions can do as part of our jobs, within health systems, public health systems, and our professional activities to interact effectively within the information ecosystem on health topics. Every time a pharmacist counsels a client seeking health information, or makes sure that people walk away from the pharmacy with a good vaccination experience - they reinforce trust in the health system and promote resilience to health misinformation. The key thoughts I wanted to leave the students with: #1: Be the Trusted Health Expert Consistently offer evidence-based, accurate guidance on medications, vaccines, and treatments to counter misinformation and build community trust in the healthcare system. #2: Empower Patients Through Education Use every patient interaction as an opportunity to educate on proper medication use, vaccine safety, and preventive care. Help patients distinguish reliable information from misinformation. #3: Spot and Stop Misinformation Early Proactively address misinformation during patient consultations and share any emerging misinformation trends with public health agencies to prevent its spread. #4: Collaborate for Unified Health Messaging Partner with healthcare teams and community organizations to deliver unified, clear, and evidence-based messaging, ensuring patients receive the same information from trusted sources. #5: Promote Prevention and Public Health Measures Actively advocate for preventive measures and help patients understand the importance of vaccines, screenings, and healthy lifestyle choices to build long-term resilience. My slide deck is here: https://lnkd.in/dsJnrKPJ

The next ‘PizzaGate’ or QAnon will be worse and it probably won’t be human. Let’s talk about what’s coming. AI won’t just amplify misinformation—it could soon start creating it at scale. Entire ecosystems of disinformation, built from scratch by machines, are just a few steps away. Imagine this: 👺AI-generated newspapers and newsletters packed with fabricated stories. 👺Deepfake newscasts so convincing they fool even the most discerning eyes. 👺Targeted podcasts and videos that look and feel authentic but are designed to deceive, harm, or manipulate specific brands, individuals, or movements. 👺Phishing attacks on steroids. This isn’t some distant future, it’s a problem we’ll face sooner than most organizations realize. And here’s the real kicker: major AI players like Facebook, Anthropic, Google, OpenAI, X, Claude, and others may not do much to stop it. Look at the recent moves to relax fact-checking and moderation policies. These decisions leave PR and advocacy professionals fighting on an uneven playing field, where bad actors can flood the zone with AI-driven chaos. Already fragile trust will only get worse. And the pressure on brands to navigate this minefield? Off the charts. What You Should Be Thinking About Now⬇️ 1️⃣Grow Your Own Newsroom. You need rapid-response teams who can produce credible, high-quality content across all channels—owned, earned, paid, and rented. Control your narrative before misinformation takes over. 2️⃣ Invest in Deepfake Detection. Detection tools can help flag AI-generated disinformation targeting your brand before it spirals out of control. If you don’t already have this tech on your radar, you should. 3️⃣ Partner with High-Trust Validators. Partner with credible media outlets, fact-checkers, and third-party validators people know and trust. When chaos strikes, their reputations can help reinforce your own. Don’t overlook influencers either. 4️⃣Treat AI Developers Like the Media. Build relationships with key players at OpenAI, Anthropic, Meta, and others—just like you would with journalists or policymakers. You’ll need these connections to advocate for guardrails and respond quickly when misinformation arises. 5️⃣ Lay the Legal Groundwork. The legal landscape for AI-driven disinformation is super murky, but it’s time to start defining it. PR and crisis pros will play a central role in creating accountability frameworks and protecting reputation in this uncharted territory. TL/DR: What’s ahead isn’t just challenging—it’s a new kind of super charged minefield. The combination of AI-driven disinformation and reduced moderation could make today’s reputation crises look like child’s play. PR and crisis teams need to be ready. Not tomorrow, not next year, like today. Some may say I’m being paranoid and awkward. I think I’m helping my clients prepare. What do you think?

Navigating the Maze of Truth In a world where alternative facts often muddy the waters of truth, how can individuals and communities stay resilient and well-prepared for the challenges they face? As misinformation spreads and reliable news sources are sometimes overshadowed by sensationalism, maintaining resilience becomes not just a matter of personal vigilance but a collective responsibility. 1. Develop Critical Thinking Skills - In an era where alternative facts can easily infiltrate public discourse, honing critical thinking skills is essential. This means questioning the credibility of sources, cross-referencing information with multiple reputable outlets, and analyzing the motives behind the information being presented. Encourage a mindset that doesn’t just accept information at face value but actively seeks verification. 2. Prioritize Media Literacy - Educate yourself and others about media literacy. Understanding how media works, recognizing bias, and differentiating between fact-based journalism and opinion pieces are crucial skills. Schools, workplaces, and community organizations should incorporate media literacy training to empower individuals to navigate complex information landscapes effectively. 3. Seek Out Reliable Sources - Identify and rely on reputable news sources that adhere to strict journalistic standards. These sources prioritize accuracy, fairness, and transparency. Create a diverse media diet by following established institutions and experts in relevant fields. Avoid echo chambers by engaging with a variety of perspectives while focusing on sources known for their reliability. 4. Verify Information Before Sharing - Before sharing information on social media or within your community, take a moment to verify its authenticity. Use fact-checking websites and tools to confirm details and debunk myths. By being a responsible consumer and sharer of information, you contribute to reducing the spread of misinformation and helping others stay informed. 5. Advocate for Transparency and Accountability - Support and advocate for transparency and accountability in media and information sources. Encourage media outlets and public figures to adhere to high standards of accuracy and honesty. Demand accountability from those who spread misinformation and promote a culture of truthfulness in public discourse. Our collective resilience depends on our ability to discern truth from fiction. Equip yourself with the tools to critically evaluate information and promote media literacy in your community. Stay vigilant, stay informed, and together, let’s build a more resilient and informed society. #StayResilient #CriticalThinking #MediaLiteracy #VerifyBeforeYouShare #TruthMatters

When patients find themselves knee-deep in misinformation, our role as healthcare professionals extends beyond mere fact-checking. Instead of engaging in debates about efficacy and scientific jargon, we must connect with patients on a deeper level. 1. Understanding Concerns and Values: Rather than arguing facts, acknowledge patients’ fears and concerns. By genuinely understanding their perspective, we build trust at the start and create a more receptive environment. 2. Learning from Past Misinformation: If a patient has suffered from misinformation’s consequences before, gentle reminders can be powerful. Highlighting real-world effects can be more impactful than debunking false claims outright. 3. Directing Patients to Reliable Sources: Encourage patients to seek information from reputable online sources. Social media influencers can be valuable, but it’s crucial to verify their credibility. 4. How to Evaluate Sources: Look for evidence-based content, peer-reviewed studies, and information from established healthcare organizations. Also remind them to consider the qualifications and expertise of those they follow online. Not all people with a high following are equally reliable. 5. Creating Space for Dialogue: Quality care is an ongoing conversation. Give patients the space to digest information and return with questions. This collaborative approach fosters informed decision-making. Our ultimate goal is to lead patients toward the best care possible— Even if it means standing firm on evidence-based practices. In this age of information overload, our guidance matters. Let’s continue encouraging patients to seek reliable sources and follow reputable healthcare professionals who prioritize patient-friendly content. Together, we can combat misinformation and promote better health outcomes.

Emotions are high right now in the United States on almost every issue. As a result, there is *so* much misinformation rife online about U.S. policy changes. You may see headlines which make you scared for yourself and your family, which confirm your greatest fears, or confirm the fears being discussed in your social circles. When you see a headline that inspires fear or panic, here are some steps you need to take - *even* if the link was shared by people and organizations you trust. If the headline inspires fear or panic, if it seems sensational or scary: 1️⃣ Google around first. But, do not panic if Google returns lots of media results which confirm the sensational headline. First be aware of what those media sources are. If they are an obscure newspaper you have never heard of, for example from foreign papers without credentials (e.g. I'm seeing lots of mis/disinformation spreading in "Times" "Express" labeled newspapers originating from India) - don't panic. 2️⃣ Look for credible US media sources. Think about what credible means to you. For some people that might be CNN, for others it might be Fox News. For others it might be the Associated Press. This is entirely up to you. Regardless of which source you trust - even if they confirm the sensational headline, proceed to the next step. 3️⃣ Go directly to the source - Search for original policy announcements and explainers on a U.S. government website. This means the URL should end with .gov. 4️⃣ Dig into the detail - Look for clear descriptions of who the new policy applies to, who is exempt, and how it will be implemented. Ensure you get this information from a .gov website. 5️⃣ Do not solely read speeches / sound bites by political leaders - This has *always* been the case, not just now. Sound bites are often intended to capture attention or inspire an emotion. You should not rely on a sound bite from a politician to understand the full implications of a policy change. A reminder that there's a lot of change happening in the U.S. right now, but before you let a sensational headline confirm your emotions - whether that emotion is fear or joy - the first thing you need to do is confirm the facts. Don't let quick online information snippets reinforce your emotions - whatever your emotions are. So much information is currently being shared online to do *just* that, to play into a fear or nerve of yours. You deserve to base your decisions on accurate information, and sometimes that takes some work to find.

This weekend news cycle forced many of us to pause, not panic. Not only do Americans face a crossroads between civility/unity and chaos. 🥦 We also face a pivotal moment where we must take stock of our news diet. 🥦 I could have never predicted that our 86th podcast and livestream focused on helping you fight fake news, and protect your brand--and that they would drop over the weekend, when we needed these reminders the MOST. Don’t let misinformation ruin your hard-earned reputation or drain your energy. We need fact-focused leaders with keen, calm critical thinking qualities right now. SHOW LINK (37 minutes): https://lnkd.in/eYHVuq4R In this episode we welcomed Jack Brewster of NewsGuard. They are committed to providing transparent tools to counter fake news for marketers, business leaders, and democracies. You probably remember reading his epic Wall Street Journal essay. It outlined his experience building a fake news site in less than 48 hours. In short, here's what you can do to quiet the fake news noise, and protect your brand: 1. Practice “pre-bunking” across the company. Jack recommends that "readers should be informed about sources that often share misinformation so they can critically evaluate the information they encounter." 2. Before you take the content seriously, copy the story into Google. See the source. Are they a Tier 1, credible site? 3. Embrace a healthy media diet. 🥦 Cut your social media consumption by just five minutes a day (please avoid using Facebook, Instagram, or X as your "go-to" news feeds). Divert that 5 minutes worth of energy to Tier 1 sources. 4. Refine your critical thinking skills. A lot of my CEO and CMO clients have young, inexperienced team members running their content and communications strategies. That does not excuse misinformation and junk content. It’s incumbent on leaders to help younger professionals build critical thinking and strategic muscles. Invest in courses, such as "Developing Critical Thinking Skills" by my fellow LinkedIn Learning instructor Becki Saltzman. 5. When using generative AI tools to brainstorm or summarize, ask the tool for exact sources and the URL to that source. Then ▶ TEST that URL. Some will not work. Bad links have appeared in my prompts dozens of times, and I use paid versions of ChatGPT and Claude. Among these five fake news fighters, which one will you implement? SHOW LINK: https://lnkd.in/eYHVuq4R OR - search for "The Mindful Marketer" where you listen to podcasts. P.S. Follow Jack Brewster’s work, and subscribe to NewsGuard’s free “Reality Check” e-news: https://www.newsguardtechDOTcom/about/ Sarah Johnston Alex Lieberman Ginger Conlon