Just a couple decades ago, broadcast news was a show that aired two or three times a day, and that was essentially it. There was no 24-hour news cycle, there was no craving to be on the top of the ratings pile, to garner the most clicks and no dozens upon dozens of competing news sources.

The media and also politicians have found something that sells consistently, and that is fear.

We now live in a fear-addicted society. And that has never been more toxic and obvious than right now. Every time I turn on the TV or read the news, or hop on social media, I face a barrage of things that are pure, unmitigated fear. It is true that a lot of the things facing our society are quite scary and completely new territory. However, unfettered fear is dangerous, and it is our responsibility as citizens to not give into fearmongering. A society controlled by fear is a slippery slope into unbridled chaos.

A recent example of this is the great toilet paper rush of 2020; people all across American flocked to stores to purchase all of the toilet paper we could get our hands on in reaction to the onset of the COVID-19 Pandemic. There was no fact-based reasoning behind this mass rush, just panic-induced shopping.

Another problem with fear-addled news and social media postings is that this allows misinformation to rear its head causing more chaos, division and reaction. With the advent of the internet, anyone can quickly gain a platform to spew whatever thought that springs into their head and spread it among millions.

Often times these falsehoods and conspiracy theories can transform from an annoyance and profit loss to  an actual threat. Mass communication platforms allow people from all walks of life and all corners of the Earth to promote and exchange ideas – no matter how baseless or untimely the ideas might be.

For example, in 2008, an article about United Airlines parent company filing for bankruptcy began circulating on social media. This caused United Airlines stock to quickly tumble in value. However, the article that was being circulated had actually been written in 2002. After the timeliness of the article came to light, the stock quickly rebounded but still closed 11.2% down.

Not only is it important for public relations professionals, public and private sector businesses, and more to track misinformation about their organizations, it is crucial that all of us make sure that we are not contributing to misinformation and fake news in our personal social media use, as well. If you see a story scrolling through Twitter that seems extremely salacious or juicy, take a moment to verify that the story is based in reality. There are many fact-checking websites that are easy and convenient to use. It is our collective responsibility as communications professionals to make sure that we are doing the best to communicate only truths online, even in our personal lives.

Allowing misinformation to spread unfettered about one’s business, area of expertise, or entity can be exceedingly dangerous and cause long term effects. It is crucial for businesses, brands and entities to track and address misinformation and fear-based stories that concern their area of expertise. As the old saying goes, knowledge is power. With a tool like social media monitoring, you can stay on top of what is being said that needs to be addressed about your brand in real-time, keeping you ahead of fear and misinformation.

If you want to learn more about how Newz Group can keep your business ahead of fear and misinformation, contact us today!

Well into its second decade, Newz Group provides state press associations with publisher support and archiving services alongside the most comprehensive newspaper monitoring in the greater Midwest. Newz Group is the primary media monitoring source for over 1/3 of American newspapers. For more information visit: www.newzgroup.com

Jenn Langdon is the Business Development Director at Newz Group. She has also been a contributing writer to the Sedalia Democrat and The Kansas City Pitch and was recently named the 2nd Best Newspaper Columnist by Missouri Magazine.