Hearts & Minds: It’s time to double down on the truth

So, misinformation and disinformation are back. In reality, they never went away but the decision of Meta to scrap independent fact-checking for Facebook and Instagram signposts the direction of travel. Political change is driving a shift. As Mark Zuckerberg put it, in breaking the news: ‘The recent elections also feel like a cultural tipping point towards once again prioritizing speech.’ A cultural tipping-point.

What this means is that CEOs must be ready for a cacophony of negativity and untruth, not just on the Meta platforms but on others, and beyond digital. It is going to get noisy and heated. As research by three MIT students found, false news spreads more rapidly on X than real news. Enough said.

What should CEOs and their comms teams do? Stick to facts. Put stakeholders first and make sure they know the truth. Ensure your messaging is firm and accurate and it is conveyed to everyone, from top to bottom. It must be easily understood and in a form that they can convey – your best communicators are your own employees, shareholders, customers, partners. 

Meta may not be employing fact-checkers but companies should – their comms teams may have to double-down and become more familiar with establishing sources, double-checking and verifying, and quickly. We’re heading into a period of even greater uncertainty in news, events, policies and how they’re communicated. Some of the former pillars will show cracks. Staff will be looking for leadership, to the CEO, for reassurance. It may necessitate more town hall and all-hands meetings. At those, key will be separating fact from fiction, giving people the tools they need to maintain the brand’s strength and reputation. 

A ready-to-go crisis comms plan has never been more vital. It’s no good waiting for something to occur, to be posted, and then planning a response. Too late, by the time you’ve got your act together, the battle is lost: the detail, whatever it is, has gone viral. It also entails training and drilling. The internet waits for no one, while you’re sleeping the messaging continues. Emergency and overnight measures must be in place.

There’s no doubt that exaggeration will be even more commonplace. Don’t be tempted to stretch or distort yourself. Just because Meta is not checking does not mean that others aren’t. You will be hounded, and recovery will be difficult. Some politicians, commentators and influencers may get away with it but credible corporations, their brands and leaders, cannot.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.