Fake news spreads like wildfire on the internet. The content is rarely critically scrutinized before it is shared or forwarded - and can suddenly control entire public discourses. What dangers does false information pose for companies and how can we arm ourselves against disinformation? We ask an expert five questions on the subject of fake news.
1 What is fake news?
Fake news is deliberately disseminated false information or incomplete information. According to Florian Klaus, Head of International Business Development at pressrelations, the distinction between unknowingly erroneous reporting and deliberately spreading deception is crucial: "Misinformation is usually the result of ignorance, for example when a year is distorted. But if something is deliberately spread with the aim of harming someone, a company, a nation or a person, then we are talking about disinformation, i.e. fake news".
2 Where can you find fake news?
Ever since Trump's election campaign in the USA, the term "fake news" has become familiar to a broad section of the population. It is not surprising that fake news has become a popular - and dangerous - weapon in politics. But systematic disinformation is also used in other sectors to damage a competitor. "It's more subtle and doesn't claim lies that can be refuted immediately, but instead spreads rumors about ingredients or suppliers, for example, so that the supply chain is no longer transparent. The aim here is to unsettle consumers or scare off potential cooperation partners," says Florian Klaus.
Fake news not only comes in the form of abstruse conspiracy theories, but can also include false product information or be cleverly scattered in news reports.
3 How do you recognize fake news?
Do you know the feeling when you're scrolling through a news portal and just aren't sure how trustworthy the site is? According to Florian Klaus, you can recognize fake news or disinformation in journalistic products by the following characteristics:
- There are many judgmental adjectives in the text.
- In the case of untrustworthy media, news and opinion often become blurred. The author's opinion is visible, but the report is not labeled as an opinion (or as a gloss).
- Many figurative terms are used (which usually have a coloring).
- Alliterations that are not common in objective journalism appear (e.g. Migranten-Merkel).
- There are no references to external sources that prove facts. Or (even more perfidious): Sources are cited that have nothing to do with the described accounts. "Many readers don't click on links, so authors can easily link to contradictory sources," says Florian Klaus.
4 Which companies are more likely to be affected by disinformation?
It is true: Disinformation tends to affect large companies, i.e. corporations, rather than smaller, local businesses. And not every sector is equally affected by disinformation: In addition to politics and NGOs, the pharmaceutical and healthcare industries (keyword miracle pill) in particular, but also banks and the financial sector as well as the energy industry are victims of systematic misinformation, according to Florian Klaus. Hard to imagine, but true: today there are companies that offer the systematic dissemination of false information about competitors. The phenomenon is called "Disinformation-as-a-Service".
5 What can be done about false reports?
It may well be that a company suddenly finds itself in a situation where manipulative fake news is being spread about the brand. In this case, one thing is very important, says Florian Klaus: "Keep calm." The company should immediately consider how it can respond communicatively and what counter-evidence or corrections it can offer. But he advises against taking immediate action: "A narrative often emerges that remains in a small echo chamber and doesn't find its way into the news - the masses don't even notice." However, the reputational damage could be all the greater if too much spotlight is shone on an allegation with a hasty statement and doubters are called to the scene. It is best to keep a cool head and watch the news spread before taking proactive action against the rumor.
Interested in the whole conversation with Florian Klaus? Then listen to our StoryRadar podcast episode with him now: