Navigating #fakenews

At a PRSA Kansas meeting earlier this week, three local media experts discussed their insights on fake news. It sparked lively and interesting conversation before the panel even spoke.

Fake news is nothing new – it’s propaganda. By definition, propaganda is “information, especially of a biased or misleading nature, used to promote a political cause or point of view.”

The difficult part is people believe what they want to believe. Contributing to this is social and search algorithms that show users information similar to what they have viewed before,  making it easy to get a biased view of any topic.

Some fake news sites and stories are expertly written so it’s easy to be tricked.

How do you know what’s real and what’s not? Here’s what our experts said: 

  • Gauge how the headline or article made you feel. A strong emotional reaction (fear, hatred, anxiety) is a red flag.
  • Is there excessive punctuation? While excessive use of exclamation points seems commonplace in social and text messages, headlines should have minimal punctuation.
  • Check the url….really check it. Look in the address bar for the full website url. Many fake news sites look similar to “real” news, or have a similar name.
  • Does the website have missing contact information? Is it extremely busy or use lots of images? Does it take a long time to load? All suspicious.
  • If there’s an image, do a reverse look up on the image. Copy the url of the image and click the camera looking button on Google images and paste the url in the box.  Or download it to your computer, then upload the file to Google images. This will show you other sites that are using that image, or a similar one. You can make your own decision to determine if the photo is real, or has been manipulated in any way.
  • Double check facts on snopes.com, factcheck.org or politifact.com.

What if your organization is the topic of #fakenews?

Get in front of the story. If the media calls you, be responsive – good advice even if you aren’t chasing fake news.

What can you do to stop the spread of #fakenews or misleading information?

Read before you share and follow the tips above. Talk to your children about the difference between real information and misinformation and how to tell the difference.

Several schools are fighting against fake news, (including one in Kansas). A professor at Wichita State University will be writing a book about fake news and teaching a class on the subject in the fall.

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Create value often

value

This originally appeared on CUinsight.com. It is written for credit unions, but the advice can be used for any organization.

I attended a conference last month and one of the speakers said this:

“Create more value for more people more often, so when it’s time to choose, they choose you.”

This couldn’t be more true. This means if you regularly provide folks with information, resources, advice (whatever it may be) they will remember you when it’s time to make a buying decision…or when they are ready to switch financial institutions.

The good news is you are probably already doing this! Here’s three simple, yet effective ideas to keep you top of mind to your consumers.

Offer a free download.
Have a budgeting seminar? Offer a free toolkit or e-book with a budgeting worksheet or five budgeting tips. Go one step further and offer information about credit score, or another personal finance information…something a consumer can really use. Share it on social and post it on your website and people will remember to go there for information.

Weekly tips.
Offer a tip here and there (social media is a great place to post these) and your audience will remember you when they need you. For example, let’s say a member follows you on Facebook. He’s a teacher at a local school. He sees you offering advice or free downloads. The school wants to offer financial literacy seminars. Who do you think he’ll think of? You, of course!

Media resource.
Submit an article or provide a relevant story idea to your local media. It’s no secret journalists are strapped for time and resources. By offering ideas to them, the next time they have a story related to your industry, they’ll contact you first. Just be sure to follow up with them in a timely manner!

There are countless other ways to create value for consumers. Be creative! And remember it takes time. If your content is helpful, informative or entertaining, consumers will take note.

Journalists Need More than a Press Release From PR Pros

journalists need more than a press release
This was originally posted on CUinsight.com

Your credit union has lots of great stories to tell. Getting those stories in the hands of journalists and influencers can be challenging.

You may think journalists have email overload, just like everyone else. You are right, but consider this: according to a recent survey by PWR New Media, 88% of journalists say they want to hear from you via email.

But here’s the caveat: they want more.

Journalists and bloggers need easy to read, concise information, accompanied by shareable visuals, with access to background information and other graphics.

What does this mean?

It means in addition to your written press release, you should include one or more of the following:

  • high resolution photos or downloadable images
  • shareable infographic
  • tweetable pull quotes/appropriate Facebook post
  • in-depth data or statistics that support your information
  • links to background or supporting information
  • b-roll or other appropriate video
  • relevant audio sound bites

Not convinced? Of the journalists surveyed, 77% said they would be more likely to cover a story if it included access to appropriate images.

Here’s more:

  • 85% want relevant backgrounders, bios and supporting information
  • 78% want verbiage from news release
  • 46% want a link to relevant blog on topic
  • 41% want information about brand’s social media platforms so they can follow or view

While newsrooms are shrinking, reporters are expected to do more. Newspaper journalists write articles and produce short videos to post online. Reporters at radio stations must also include a print version of their story, complete with graphics. Television journalists are expected to write online content to post on websites, in addition to their traditional broadcast segment. Hunting down a headshot, video or background information isn’t something journalists have time to do.

Your job as a communications professional is to make the media’s job as easy as possible. By providing a variety of elements with your press release, you are more likely to receive coverage and tell your credit union’s story.