Navigating the new frontier of misinformation requires brands to use advanced tools and authentic narratives to protect their reputations.

For forty years, our agency has managed numerous issues for some of the world’s biggest brands across a wide range of industries, from pharmaceutical efficacy challenges to airline disasters, and more.

Our experience spans all kinds of crises: company missteps, consumer activism, corporate attacks, media negativity, and every other imaginable category. From the print media era, through CNN’s introduction of the “all news, all day” news cycle, to the internet’s 24/7 information barrage, we have always navigated the media landscape throughout its evolution.

Today, we’re facing a new threat—one unlike anything we’ve seen before—the rise of misinformation. Of course, there have always been bad actors manipulating the masses through propaganda and media manipulation. But that was before “alternative facts” and “fake news”. It was before everyone became a source for information via social media. Today’s antagonists are far more nefarious. Now they are aided by advanced technology capable of creating highly believable fiction supported by very convincing fake imagery. And this threat is made all the more dangerous by its accessibility—anyone with a computer device can now produce fabricated content.

That means we must alter our tactics and learn how to fight the fake.

The old rulebook for crisis management is no longer sufficient. To survive in the misinformation age, brands need a new playbook, one that not only reacts but also proactively counters the fake narratives before they become a real threat. We need a comprehensive framework that combines new-age and traditional tactics, creating an all-encompassing strategy.

Stay Ahead of the Game – AI-Driven Fact-Checking and Monitoring
The sheer volume of misinformation circulating today means that brands can’t just sit back and hope their messages stick and wait for threats to appear. In a digital age overrun by deepfakes and fake news, sophisticated tools are essential for staying ahead. This is where AI and machine learning platforms such as Brandwatch and Alethea Artemis step in. They serve as your eyes and ears, monitoring for any unusual spikes in activity or patterns that signal a brewing misinformation storm. According to a 2023 report by Forrester, 67% of companies employing AI monitoring systems reported a significant reduction in the spread of false information regarding their brands.

However, no amount of AI wizardry is enough on its own. Pairing these tools with traditional monitoring and PR programs is critical. It’s about merging cutting-edge technology with reliable social listening and maintaining a positive public profile. Press releases, consistent positive media stories, and effective media relations remain the bedrock of defending against misinformation. That’s because the best defense against fake narratives is a continuous flow of real, credible, and positive storytelling that keeps your authentic message front and center.

Be War-Room Ready – Deepfake Response Strategies
When the deepfakes arrive—and they will—brands need strategies that blend tech, timing, and tact. Preemptive digital watermarking is an excellent start. By embedding watermarks into videos or photos, brands ensure there is irrefutable proof of authenticity. This tactic has already been adopted by Reuters and Associated Press, both of which watermark their content to combat the proliferation of manipulated images and footage.

But when the crisis hits, you need more than just watermarked content. A solid response requires a Crisis War Room—a multidisciplinary team that includes PR pros, legal experts, and social media strategists, all ready to respond at the drop of a hat. Importantly, this response team must function as part of an ongoing PR strategy that emphasizes regular engagement, positive media coverage, and public reinforcement of the brand’s values. It’s also just as important to learn when the best response is no response at all—strategic silence can often be more effective than giving legs to a story that may otherwise fizzle on its own. But even in such cases, we must be ready to respond if the threat surges.

Rally the Troops Before the Storm – Build a Pre-Crisis Influencer Network
Influencers have a unique ability to cut through the noise, especially when misinformation starts to spread. Establishing a network of trusted influencers before a crisis hits is like preparing a fire department before there’s smoke. In 2023, Adidas faced allegations about scaling back their sustainability commitments. They didn’t directly engage with the rumors; instead, they activated a network of influencers who shared authentic behind-the-scenes content of ongoing sustainability initiatives, effectively quelling the storm.

But influencers alone aren’t enough. Brands must also cultivate relationships with credible third-party advocates, such as industry experts, analysts, and respected journalists. When Coca-Cola faced backlash over water usage in India, it was independent hydrology experts who helped restore balance to the conversation. Traditional media figures lend authority and add a necessary layer of credibility, reinforcing the message with the weight of established reputations.

Drill for Skills – Simulate Misinformation Scenarios
Practicing responses to misinformation before it happens is the difference between chaos and control. Running misinformation drills—complete with bot attacks and mock fake content—ensures your team knows exactly how to respond, without the panic that comes from improvising. Microsoft implemented these drills in early 2024 to evaluate how prepared their teams were for orchestrated misinformation attacks, identifying gaps and reinforcing protocols.

A “Shadow Crisis Team,” also known as a Red Team, can further stress-test the brand’s defenses by acting like adversaries. Their role is to think like the bad actors: fabricate fake news, release it internally, and measure how the actual team responds. It’s a proactive step that helps identify vulnerabilities, all without the high stakes of a real crisis.

Empathy Wins Over Facts – Counter Biased Manipulation
To counteract misinformation effectively, it’s vital to understand the human tendencies that drive it. Cognitive Bias Training becomes an essential strategy here. People are inclined to believe what aligns with their pre-existing beliefs, which is why false information often spreads like wildfire. We need to craft empathetic messages that recognize these biases. Rather than simply issuing corrections, it’s more impactful to begin by acknowledging, “We understand why this concern has come up, but here’s the truth.” This approach respects people’s perspectives while guiding them towards accurate information.

Equally crucial is Traditional Persuasive Storytelling. It’s not just about debunking falsehoods—it’s about overshadowing them with real, powerful, and inspiring stories about your brand. Testimonials from real customers, consistent positive media coverage, and public relations that emphasize the genuine values and experiences of your brand all play key roles in outshining any fake narratives. The truth told well is still the most persuasive tool in the arsenal.

Quash Myths, Quicker – Rapid Rebuttal Hubs
Since misinformation has a habit of travelling faster than truth, brands need rapid rebuttal hubs. Consider setting up microsites for myth-busting—dedicated platforms that serve as the single source of verified information. Platforms like BrandNameTruth.com give your audience somewhere to turn for the facts. And let’s not forget the classics: press releases and media kits still matter. When Pfizer faced vaccine misinformation, their myth-busting FAQ page was complemented by consistent, clear, and factual press releases, which became a key reference for both consumers and journalists alike.

Live interaction also plays a role. Hosting Crisis Response Webinars to directly address consumer concerns can humanize the brand while correcting misinformation. It’s about being transparent and providing an authoritative voice when confusion arises.

Fast Track the Truth – Platform Collaboration for Content Takedown
Misinformation spreads like wildfire on social platforms, so brands need to be proactive partners. Register your brand as a “trusted flagger” with platforms like Facebook and YouTube, which can expedite the removal of harmful content. Twitter (now X) has a similar mechanism to prioritize legitimate takedown requests from trusted sources.

Yet, when things escalate, it’s essential to maintain traditional media relations. In 2023, when Nestlé was targeted by a viral hoax about product contamination, it was the swift response from established media partners that set the record straight. Established relationships with respected journalists can be the difference between a baseless claim spiraling or being quickly squashed.

Trust Through Transparency – AR and VR for Verification
Imagine being able to take your consumers on a virtual tour of your factory, showing them exactly how your products are made. AR transparency campaigns make this possible, allowing consumers to scan a QR code and witness the production process firsthand. L’Oréal uses AR technology to offer virtual ingredient sourcing tours, providing an immersive way to verify the sustainability claims of their products, adding a new layer of trust.

Similarly, VR factory tours can demystify your supply chain. Allowing consumers to virtually “walk through” your facilities offers a form of transparency that’s difficult to fabricate, ensuring that the real story always stands out.

Mobilize the Masses – Crowdsourced Fake News Detection
Your most loyal customers are also your best allies in combating misinformation. Empowering your audience to report fake news with incentives such as exclusive content or vouchers can be highly effective. When Samsung offered rewards to customers who identified false information about the brand, they successfully curtailed several damaging rumors in 2023.

A Community Defense Network can also be powerful. Equipping employees and brand advocates with ready-made, shareable content allows them to counter misinformation within their own networks. It’s the brand equivalent of neighbors looking out for each other—giving people the right tools to defend the brand they love.

Tell the Truth, Win the Heart – Emotional Storytelling as a Counter-Narrative
Nothing beats a good story—especially when fighting falsehoods. Emotional storytelling should be at the core of your counter-narrative strategy. Real-life testimonials, like those shared by Airbnb hosts during the 2024 pushback on platform safety concerns, can sway perceptions far more effectively than a faceless corporate rebuttal. These stories put a human face to the brand, which is a powerful antidote to faceless misinformation.

And remember, always acknowledge concerns. Instead of immediately dismissing misinformation, start by addressing the underlying fears: “We understand why some may feel uncertain about…” It’s a softer, more nuanced way of inviting the public to hear your side of the story, making them more likely to believe the truth over the lies.

Final Words: Fierce Fake Fighting
In a world where anyone can create convincing fake content, preparing for misinformation is more important than ever. Brands must proactively counter fake narratives using a blend of traditional tactics and a growing arsenal of new-age technology. Leveraging AI tools, engaging influencer networks, empowering communities, sharing emotionally compelling content, and maintaining a thoughtful, ongoing public relations program are all crucial elements. The strongest response to the fake and the negative is an ongoing campaign of the real and the positive, ensuring that the truth about your brand is always heard above the lies.