Jul
29
Written by:
Insights Account
7/29/2010 9:23 AM
Jones Public Affairs sent out an interesting item about phony press releases sharing fake news about real people and organizations. These releases have traveled over respected newswires and rippled through social media networks like Twitter, stated Jones Public Affairs. To some, it might appear to be a mere annoyance but, in reality, it could have devastating effects on the name and brand you've worked so hard to build. We've added the Jones piece below as it offers three tips for trying to protect your organization from being a victim of fake news.
Newswires have been faulted for failing to verify the source of these releases, but fraudulent messages are slipping through the cracks. The results can be negative press, confusion among your target audiences and even fluctuating stock prices.
How can you protect yourself from falling victim to mischievous PR? We have a few ideas to get you started:
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Monitor what's being said about you online:
With the explosion of social media and blogs, there are a seemingly endless number of places where consumers can comment on your company and brand (and it's happening in real time). While you can't control what is being said, it's absolutely critical to monitor the conversation so that you know what's being said and you are positioned to respond strategically. By knowing where to look and how to monitor the conversation, you'll never be left in the dark.
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Secure domain names similar to your own:
When setting up your website, work with your communications and IT team to search for domain names that are similar to your own and purchase them. Consumers can be duped into visiting alternative sites that contain information that doesn't carry your message. A copycat web address can make it easy for someone with poor intentions to broadcast messages aimed to confuse your constituents and malign your brand.
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Set-up accounts with wire services to ensure only approved individuals can issue releases:
In response to a recent fraudulent press release, Business Wire no longer accepts releases via email. Instead, they must be submitted via the company's internal platform. Setting up company accounts with wires such as PR Newswire and Business Wire will make it harder for external sources to submit anything on your behalf. Only certain individuals, such as public relations contacts, should have the authority to post news releases. Establishing these official relationships will protect you in the long term and block unapproved communications.
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