BLOG - Fake news: the fastest-growing risk in crisis communication
The Global Risks Report by the World Economic Forum is clear: misinformation and disinformation will be the world’s biggest risk by 2027. Add the decline in institutional trust (Edelman Trust Barometer), and it’s easy to see why fake news is no longer a fringe issue - it’s a structural reputational risk.
For communication professionals, this means that a crisis may not only arise from facts, but just as easily from fiction. A fabricated story can spread faster than your official statement is ready.
The familiar golden hour in crisis communication has become a golden half hour.
Why fake news makes crisis communication harder?
Speed and reach
Fake news can go viral within minutes. Before your crisis team even meets, platforms like X, Reddit or niche forums may already be shaping the narrative for you.
Trust and emotion
People believe not only facts, but those they trust and how they feel. Fake news feeds on emotion. Deepfake videos ahead of elections or manipulated images during the Gaza conflict have shown how difficult it is to reverse misinformation once it spreads.
Reputation and value
Over 25% of a company’s market value is linked to its reputation. Damage caused by misinformation can therefore have an immediate financial impact. Even when a false story is corrected, the doubt may linger — and the crisis doesn’t end when the truth returns.
How to protect your organisation from fake news
Include fake-news scenarios in your crisis plan
Until recently, few organisations explicitly mentioned fake news in their crisis communication plans. Reality has changed: alongside fires, cyberattacks or product recalls, fake-news and deepfake scenarios now belong in every plan. By simulating them, you test not only your team’s speed but also the credibility of your message. 👉 Learn more about our crisis communication services
Protect and use your trust assets
- Prepare key messages and short CEO statements in text, audio and video.
- Use content credentials (C2PA) or blockchain stamping to prove authenticity. Learn more via the Content Authenticity Initiative (C2PA).
Sharpen your monitoring
Use tools such as Meltwater not only to track your brand but also to detect unusual patterns. AI-driven monitoring helps identify misinformation earlier so you can respond immediately and provide context before rumours spread.
Train spokespeople to handle disinformation
Spokespeople are used to defending facts. But what if the facts are wrong or the journalist’s question is based on fiction? Train them to:
- stay calm when confronted with falsehoods;
- respond effectively to fake-news-based questions;
- combine factual correction with empathy and credibility;
- turn negative fake news into positive real news by emphasising your strengths and core messages.
👉 Explore our media training programmes