How brand values and messaging can combat misinformation
Ensuring distrust in the media doesn’t equate to distrust in your brand

In an era of misinformation and disinformation, PR pros must navigate a news cycle where audiences aren’t trustworthy of what they see online.
“If consumers don’t trust the news, it means they might not trust your brand,” said Madeline Luchsinger, insights consultant at Cision at Ragan’s Future of Communications Conference.
Consistency allows brands to establish themselves as a trustworthy voice. By aligning core values and messages with the social and political issues consumers care about, your organization will be set up to engage with the public for a favorable perception.
When brand values are aligned with key messages and clearly communicated across internal and external audiences, it becomes easier to manage any crisis situations that arise. If you are consistent, your PR team can easily assess misinformation and disinformation claims.
Due to a rapidly changing political environment and social media landscape, PR Pros need to stay alert and agile.
Luchsinger says a media monitoring tool can help you look at the way people are talking about your company, brand, competitors and industry. These insights can narrow the conversation and help brands find a way to engage with their online community. And, for PR pros, media monitoring tools can be beneficial for seeing who’s picking up your pitch. Specifically, what language from the pitch they’re adopting, including specific quotes or data.
Watch the full conversation below: