Combating disinformation during a crisis
During a crisis, rumours and fake news spread quickly. People are looking for answers, and if they can’t find them, they fill in the gaps themselves. In this guide, you’ll learn how to recognise and counter disinformation without actually making the rumour any bigger.
What is disinformation?
Disinformation is false information that is deliberately spread to mislead. Misinformation is false information that people share without malicious intent, often out of concern. During a crisis, you will encounter both: from honest mistakes to deliberate lies. It makes less difference to your approach than you might think. In both cases, the key is to ensure that the correct information is available more quickly and more clearly than the rumour.
Prevention is better than cure
The best way to combat disinformation is to communicate quickly and honestly yourself. If you fill the information vacuum with reliable facts, rumours are less likely to spread. You should therefore use a single source of truth: a dedicated platform, such as your website or social media channel, where people can always find up-to-date and accurate information. Refer to this platform in all your communications, so that everyone knows where to find reliable information.
Keep an eye on what’s going on
You can only counter what you see. You should therefore keep an eye on what is being shared about the crisis on social media, in group chats and in the press. This will enable you to spot early on which rumours are emerging and how quickly they are spreading. Assess whether action is needed for each rumour. It’s best to ignore a minor rumour that’s hardly being shared, as responding can sometimes make it worse. However, a rumour that puts people at risk or is being widely shared does require a swift, clear correction.
Correcting without fuelling the rumour
When you correct something, put the correct information first, not the rumour. Start with the fact, not the lie. Anyone who repeats a falsehood in order to refute it only serves to reinforce that falsehood in people’s minds. Briefly explain what is actually true, cite the source and refer to your source of truth. Remain calm and factual, do not attack anyone personally, and keep it brief. A clear, concise correction works better than a long-winded explanation.
Stappenplan
Communicate quickly and honestly
Fill the information gap yourself with the known facts. The sooner the correct information is available, the less scope there is for rumours.
Stick to a single source of truth
Designate a specific place where people can always find up-to-date, accurate information. Include a link to it in every message.
Monitor the channels
Keep an eye on what’s being shared about the crisis, so that you can spot rumours early on and gauge their reach.
Think carefully before you reply
Assess each rumour to determine whether action is required. Ignore minor rumours; correct those that are dangerous or are being widely shared.
Correct, keeping the facts in mind
Start with the facts, not with rumours. Cite your source and keep the correction brief and clear.
Repeat the correct message
Continue to consistently share the correct information across all your channels, so that it carries more weight than the rumour.
Veelgestelde vragen
Do I have to respond to every rumour?
No. Responding can actually make a minor rumour blow up. Assess each case individually: ignore rumours with limited reach, but quickly correct anything that puts people at risk or is spreading widely.
How can I debunk fake news without giving it more credence?
Put the correct information first and repeat the falsehood as little as possible. Start with the fact, briefly explain what is actually true, cite the source and link to your own channel.
What is the one source of truth?
This is a single, dedicated place – such as your website or official channel – where people can always find up-to-date and accurate information. By referring to it in all your posts, everyone will know where to find reliable information.
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