BEING MORE AUTHENTIC IN THE AGE OF MISINFORMATION

September 07, 2017

Hamish McCollester, SVP, Group Creative Director, RAPP LA discusses how brands should handle fake news and turn a bad situation into a good publicity.

“Today, brands have an increasingly difficult time controlling their narratives. Misinformation and a growing distrust of traditional news organizations cloud the value of information for consumers.

And while brands largely avoid the “fake news” moniker because of their inherent and understood biases, the immediacy and interconnectivity of social media means it’s important for brands to get their messages right.

Brands are expected to react quickly and efficiently on social media to situations, especially controversial ones. But they are also expected to behave with empathy and understanding just like people, even though corporations do not possess anything like human emotions. These expectations put them in a difficult position.”

Read the full article here.