We've all heard the accusations of "fake news" that have permeated the news cycle on an almost daily basis over the past few years. It's become such a rallying cry in certain areas that it's almost the new normal. The residual effect has made it a mountain that PR experts must climb every day.

The Disinformation Challenge

A recent report found that 86% of individuals worldwide report encountering fake news (Ipsos). For brands, the threat is existential—your reputation can be destroyed in minutes by a convincing deepfake or coordinated disinformation campaign.

In an age of information warfare, accuracy isn't just good practice, it's a strategic advantage that differentiates professionals from propagandists.

The Trust Crisis

The World Economic Forum's Global Risks Report of 2024 highlights disinformation as the world's top risk in the next two years. This trust deficit creates an environment where:

• Only 40% of people consistently trust news
• 59% of people worry about misinformation
• 43% struggle to separate fact from fiction online
• 94% of journalists consider fake news a significant problem
• 65% of support tech companies are restricting false information, up from 56% in 2018

How can PR function in a world where almost half of the audience doesn't know what to believe?

Our Approach: Accuracy as Strategic Advantage

At AGM, we've developed frameworks for turning accuracy into a blunt instrument:

1. Proactive Verification Systems

For a restaurant client facing persistent misinformation about cleanliness and employee culture, we established a dedicated rapid-response verification team that reduced reaction time from hours to minutes, allowing them to counter false claims with trusted media outlets before they gained traction.

2. Transparent Communication Architectures

For a gaming client amid a misinformation deluge, we implemented reporting protocols showing real-time updates during a major crisis. These protocols helped provide clarity and maintain customer and media trust by offering transparent, verified information that counteracted rumors and speculation.

3. Strategic Pre-bunking

At AGM, we practice an accuracy-first framework, identifying potential disinformation vulnerabilities in advance. For a tourism client facing misinformation about travel safety, we recommended preparing templated pre-bunking content across their channels that could be disseminated immediately.

Building an Accuracy-First PR Strategy

One of my favorite quotes from legendary coach John Wooden is that "failing to prepare is preparing to fail". For the entire PR team at AGM the most important weapon in the battle for truth is preparing a strategic approach:

• Establish verification protocols: Focus on fact-first narratives to preempt disinformation with clear, timely messaging.
• Leverage technology responsibly: Use our proprietary AI tools to identify suspicious content and track the spread of fake information in real-time.
• Build cross-functional response teams: Create dedicated teams to monitor media channels and employ fact-checking processes.
• Emphasize human connection: Humanness remains the most crucial element in building trust.
• Practice radical transparency: Join the concerted push to defend truth through media literacy and responsible technology adoption.

The Future of Accuracy in PR

As we look ahead, accuracy will continue to be the cornerstone of effective public relations. Agencies that prioritize verification, transparency, and pre-bunking strategies won't just defend against disinformation, they'll build deep trust that becomes an unassailable competitive advantage.

At AGM, we believe accuracy isn't just a practice; it's a philosophy that shapes every communication strategy we develop. In a world where trust is increasingly scarce, verified information isn't just good PR, it's good business. Ready to learn more about how we can apply our strategies to your next campaign? Get in touch.