It’s tricky to know the best response when a client proposes a campaign, or wants to newsjack a story, based on misinformation.

Misinformation is pervasive and spreading faster than ever, with the help of social media. It's unsurprising that so many people can get swept up in inaccurate or counterfactual stories. According to a study by The Alan Turing Institute, over 90% of the UK adult population has encountered misinformation online.

Some of you may have friends and family who have been duped by a deep fake video or convinced by fake news articles. However, the prevalence of misinformation in our daily lives becomes a more significant challenge when it extends to our professional lives, especially for those of us in communications.

So, how can PR best advise clients around the challenge of misinformation?

• Investigate the source of the information and explain why it is likely to be inaccurate or simply incorrect. What usually happens when you hear someone say something that is clearly wrong or not accurate? Often, you are quick to correct them. But quickly dismissing people's thoughts can antagonise them further and fails to consider why these thoughts formed in the first place. It is important to ask open-ended questions and help the client reach their conclusions using trusted facts and evidence. An effective way to show clients their proposal is based on misinformation, is to identify the source's origin. Checking the source's credibility helps the client understand that the information they’ve put forward could negatively impact the brand’s reputation. All of us can fall victim to misinformation and disinformation, and it is important to work through it rather than in any way being superior.
  
  

• Understand the client’s goal and suggest alternatives. A client may have presented an incorrect statistic or wanted to run with an untrue story for several reasons. It could be because the statistic was shocking and called attention to a specific issue the client wants to address, or the false news story allows for a senior leader to share their insights on an important topic. Whatever the reason, we must understand our client's goals and suggest alternative methods to achieve them. Instead of re-using incorrect statistics, it’s helpful to find an equally powerful replacement from a credible source. If this is still not possible, it may be worth considering commissioning a survey or another form of insight to reinforce and build a story that advances your client’s interests. If you work to understand the client's goal and the message, you can support it by developing innovative pitch angles and storylines to address that topic. While this may not generate instant results, it is critical to achieving the client's goals in a way that does not damage their reputation.
  
  

• Utilise soft skills throughout. A collaborative relationship with clients is crucial when it comes to PR and communications. If trust has been built up over time, it makes it easier to interrogate and co-create ideas. If the relationship is new, taking a considered and thoughtful approach to new ideas is key to becoming a trusted advisor. Challenging a client requires tact and empathy. It is important to share your perspective and use 'we' when communicating to show them you're in it together. Acknowledging, understanding, and suggesting alternative solutions and approaches are the critical steps.
  

The widespread growth of misinformation online has made separating fact from fiction challenging in all aspects of our lives, for all of us. The damage that the spread of false information can do to a brand's reputation is considerable, and it's the role of communications professionals to protect their clients.

It is up to us to explain why this information is incorrect and provide alternative solutions to help the client achieve their objectives. While it seems straightforward, doing so respectfully and empathetically is vital to building a stronger relationship with the client. And it’s a skill that will be needed more and more as misinformation and disinformation proliferates.