Everything You Need to Know About Fake News Brand Safety

If any topic has dominated the media conversation in the past six months, it’s hoax news. These stories are insidious and powerful, spreading across the internet like wildfire with real-world consequences. It’s easy to worry about how one can deal with fake news business threats.

If you worry about your brand coming under fire because of hoaxes, we’ll let you know what you can expect. We’ve also got reputation protection tips to help you navigate a crisis successfully.


A business’ reputation can come under fire when embroiled in a false news scandal. Even scarier, this can create real danger for your employees or customers. One needs to look no further than the “Pizzagate” conspiracy, which came to a head when a lone gunman entered a D.C. area pizzeria and fired at least one shot from a semi-automatic assault rifle.

The conspiracy theory was born out of the John Podesta DNC email hack last year. It alleged that the Clinton family and various Democratic elites were involved in an international child sex trafficking ring. A handful of pizzerias were alleged to be fronts for the dubious activities, most notably Comet Ping Pong. The theory was debunked, but that didn’t stop Edgar Welch from sauntering in to investigate fully armed. Before this incident, Comet Ping Pong received several death threats over the phone.

Communities in Reddit and 4chan put the theory together, but it quickly gained traction when picked up by Alex Jones (InfoWars) and Michael G. Flynn (son of the recently resigned National Security Advisor). This is, of course, how these websites gain credibility: written for shock and virality, their proliferation suggests truthfulness.

Fake News Brand Safety on Google Search

Because fake stories gain legitimacy by going viral, related search queries can trend alongside them. This may cause Google to autocomplete queries that mention your brand, pointing searchers toward the offending story. There’s been a lot of writing about how Google’s autocomplete can help falsehoods seem legitimate. A trending story can easily be served to your customers, then, simply by typing your brand’s name and nothing else into the search bar.

Autocomplete isn’t the only threat. Google search results privilege trending stories, which occupy key real estate at the top of the results page. The same can be said for Facebook search. Both these platforms sort results algorithmically. This means that if your brand is enmeshed in a news scandal that’s spreading like wildfire, searchers will see it before you can react.

How Advertising Affects Brand Reputation

The final threat that fake stories can post to your brand is a smaller issue, but one you should still anticipate. Besides pushing an agenda, viral fake news sites exist to make ad money. If advertising for your business appears on these sites, some readers may take it as an endorsement.

While filtering fake news sources is difficult, it’s important that your business avoid business with hoax websites. Fiat Chrysler resolved to avoid advertising on such websites by maintaining a fake news blacklist. You can maintain a blacklist as well. Alternatively, use ad networks that don’t do business with them.


Speed is Essential to Brand Reputation Management

If you don’t carefully monitor the conversation around your brand, you’d better start! These stories spread fast. You need a system in place to catch fake news quickly. Use a community monitoring tool like Hootsuite to monitor sentiment. Tools will often alert you during off hours if there’s a spike in engagement, so you can always remain alert.

Have an action plan ready for PR disasters like fake news. The most important objective is to identify who will do, say, and publish what should a situation arise. You must ensure you can cut through red rape and respond rapidly in the face of falsehood. Waiting to gather stakeholders may make your efforts too late. Acting swiftly is essential to curbing a fake news business threat. If you haven’t developed an action plan, check out our guide to get started.

Speak Directly to Criticisms

When responding to a fake news story, choose a platform that fits. If fake news is spreading on social media, proactively answer questions directed to you there. You should also provide a statement as soon as possible disavowing the news.

The most important thing—besides speed—is to stay factually accurate. You can’t call another’s allegations into question when you’re not factual yourself. Stay aware that you’re under intense scrutiny. Don’t be afraid to go on the offensive—you must defend your brand and question the legitimacy of false claims.

Brand Reputation Management Relies on Community

Your community of fans serves as a sort of reputation protection insurance policy. By cultivating a community, you gain their trust. In a controversy, your fans will step in to defend you against problematic news. A dedicated community is incredibly important for a brand’s health. Make sure you cultivate community by engaging with fans and offering frequent topics of discussion. You’ll be glad you did!


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  9. Hi Leanne. As the AiM says you will be amazed at what you can find. I have a policy of look but don’t touch and the only thing i would do is maybe move a branch the subject is standing on for better composition. Otherwise i try not to stress them too much.

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  11. Great episode! Funny, well-paced, and informative. I agree with Luke that a quick explanation of a Bayesian filter might have added some deeper knowledge of spam filters to the show. But not knowing did not detract from the visual satisfaction of seeing that butterfly net take out the spider. Props to your props…both the spider and the spam littering the set. Jill

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  13. It’s interesting that WotC sent these screenshots (which have been available for months, since 4e was announce in 2007). These products aren’t on the development board anymore, at least according to public comment from WotC.They had the intertia to develop the Character Builder, and then the rest is TBD.WTH? Why send this kind of PR out if you aren’t doing anything with the product?

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  17. Davis not only can’t figure out who is telling the truth, he, or she, can’t figure out English. In both the 3 and 6 posts above, this person can’t figure out the difference between the word “cite” and the word “site.” Each of these words has a distinct meaning. Neither is at all similar to the other, but Davis can not figure it out. Words do make a difference bozo. When one can not write clearly, that simply shows that the writer can’t think clearly.Look up the words.

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  26. Brian,I don’t think Medicare is another debate at all. I think you are correct that it is ultimately the real fiscal problem (coupled with low employment). I recently saw an analysis that showed if you add up all the Medicare deficits since its inception you get – about $16 trillion. Imagine that; nearly all of our debt is due to undercharging for this overused program…I think Medicare really is the 500 pound Gorilla in the room that everyone is ignoring…

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    Telehealth is accepted throughout 28 states and 23 states have made marijuana for medical causes legal. In Orange County and all of California, medical marijuana delivery companies and walk-in dispensaries will settle for your advice in written letter format signed by a licensed Doctor. At PureCann Santa Cruz we’re dedicated to offering you with wonderful service. Nutrient merchandise are positioned on shelves in the weGrow marijuana cultivation provide retailer during its grand opening on March 30, 2012, in Washington, D.C. The shop is a one-cease-shop for provides and training to develop crops indoors, apart from the actual marijuana vegetation or seeds.

    Though the usage of medical marijuana had long been permitted in California following the Compassionate Care Act of 1996, these latest strides to legalize marijuana for its residents and liberalize rules have prompted a increase for the recreational as well as medical use of hashish. Higher than any drugs they gave me. Please let me know what or the place I can get help with this. The card can assist legislation enforcement officials in figuring out whether or not an individual utilizing marijuana meets the requirements of the Compassionate Use Act, which states that, with the recommendation of a doctor, a patient might obtain and use marijuana for personal medical functions.

    Oncologists and hematologists confirmed the very best degree, with 82% saying marijuana delivers actual benefits to patients. In an attempt to rectify this problem and bring medical marijuana to the next customary (no pun intended), the State’s Medical Board has proposed policy modifications that might make it more difficult to qualify for a medical marijuana card. Patients in search of approval should convey their state-issued I.D. together with them and depending on the doctor, medical data may be requested as nicely. The case must be dropped if you can prove you’ve gotten your Nevada Medical Marijuana Card and that you were following the State legal guidelines.

    These physician’s specialise in matching your situation with the benefits of medical marijuana. You are not required to deliver your medical information, but it’s highly really helpful. You too can give us a name if in case you have questions concerning the process in San Francisco and we will do our best that can assist you out! Illnesses, including anorexia, ensuing in the following symptoms which are unrelieved by commonplace remedies or medications: Nausea, Vomiting, Losing, Appetite loss, Cramping, Seizures, Muscle spasms, Spasticity, any other medical situation authorised by the Washington state medical high quality assurance commission in session with the board of osteopathic drugs and surgery.

    Ohio Affected person Network recognizes that not each physicians will probably be willing yet to make a advice. The California Department of Public Well being (CDPH) administers the Medical Marijuana Identification Card (MMIC) program. After completing your software, please call the Sonoma County Workplace of Important Statistics at (707) 565-4442 to schedule an appointment to submit your software. The building is in Providence at a hundred Broad Street (the previous YMCA building) he has signed for a very controversial young man who was a drug dealer that appeared to make use of the cardboard as a criminal protection after he had been arrested a number of times for possession and selling marijuana and different medicine.

    The Hawaii Legislature earlier this 12 months handed the legislation that for the first time will enable for 16 medical marijuana dispensaries on Hawaii’s islands. Alzheimer’s disease – In studies of rats, marijuana helps stave off memory issues and Alzheimer’s-like mind changes. Here is a special provide from Papa Ganja so you can get your California medical marijuana recommendation right now. Position 1b: Medical marijuana analysis mustn’t only give attention to figuring out drug efficacy and safety but in addition on determining efficacy in comparison with different accessible remedies. So unless you’re keen to attend till 2018 to benefit from the splendors of the California cannabis business, you still want a doctor’s advice in CA to entry hashish dispensaries and supply companies, and cultivate your individual. http://pfamaqa.sms.morris.com/brookline-medical-marijuana-doctor-four-hundred-sufferers-pulls-them-far-and-wide

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