Memorandum: Addressing the Issue of Fake News

TO: Jennifer Morris, The Nature Conservancy

FROM: Nicole Sutton, Communications Specialist

DATE: April 3, 2022

SUBJECT: Addressing the Issue of Fake News

The perpetual rise of social media platforms and other communication technologies has contributed to the unwavering growth of fake news and alternative facts. The harm of this phenomenon is seen in many corners of our society, especially in advocacy organizations. Fake news undermines people’s knowledge of certain issues and topics and can negate the impact of accurate, factual information. We encourage The Nature Conservancy to convene a meeting to address fake news and its impact on brand integrity and reputation.

Fake News and Advocacy Organizations

Fake news is false or misleading information presented as news to damage a person or entity, or generate revenue. The rise of fake news has created immense challenges for non-governmental organizations (NGOs) and other advocacy organizations. Many NGOs have been impacted by those who exploit the vulnerabilities of the Internet to spread false information. These disinformation campaigns burden the operation of organizations and put communities in harm’s way.

Fake news causes damage on many levels, leaving NGOs scrambling to recover and navigate communication. It is more important than ever for organizations to convene educational meetings around the issue of fake news and help others prepare for its potential effects.

Fake News Approaches

As the world becomes more interconnected and the availability of news becomes easier, it increases the consequences associated with fake news being spread. With this, it is important to understand the four fake news approaches. The first approach is false or misleading news articles shared on social media to generate engagement and profit. The second approach is websites that circulate unreliable information. The third is websites that use click-bait headlines to increase engagement, and the fourth is satire websites that offer commentary on politics and society but have the potential to be shared as actual news.

These approaches have the potential to cause severe impacts on organizations and their leaders. These impacts include the destruction of credibility, reputation, and financial stability. It is best to be prepared for these events and have a strategy set in place to strategically handle potential consequences.

Correction Strategies

Many strategies exist that an organization can employ to correct false information and repel fake news damage. To protect brand integrity and reputation, organizations should respond swiftly to the news with verified facts and build trust through authentic messaging. A second strategy is to control the narrative by leveraging reputable outlets to release strategic communications.

Communicating with Your Audience

One of the most important things to do when navigating the challenges of fake news about your organization is to communicate directly with your audience and those who support you. Organizations can convince audiences that the information is fake by leveraging authentic voice, explaining how the source is unreliable, and showing how the claims cannot be verified. The best way to do this is by strategic communication focused on transparency and authenticity.

Differentiating between news and opinion is simple. The purpose of news is to inform, while fake news and opinion are focused on emotion and subjectivity. It is important to differentiate between the two to determine the truth and facts that will impact social change and global activism. Communications must rely on facts to accurately and objectively inform.

Addressing Fake News

Fake news and misinformation challenge an organization’s ability to communicate effectively with audiences and constituents. This memorandum addresses fake news approaches, correction strategies, and communications tactics. We encourage The Nature Conservancy to convene a meeting to address fake news and its impact on brand integrity and reputation.