PRCA Ethics Month 2024 – Beyond Fact-Checking: Exploring Real World Harms from Mis/Disinformation

The Public Relations and Communications Association has today announced the launch of PRCA Ethics Month 2024 under the theme Beyond Fact-Checking: Exploring Real World Harms from Mis/Disinformation. Throughout September, PRCA invites members and the broader communications community to join us in exploring innovative strategies to combat the spread of misinformation and its societal impacts.

Call for Real-World Examples

The PRCA is calling on its members to share examples of their work related to tackling mis/disinformation. The association is particularly interested in innovative practices in areas such as:

• Early-Warning Systems: Monitoring systems that identify potential information threats before they go viral.
• Prebunking: Anticipating and addressing misinformation before it has the chance to spread.
• Fact-Checking and Debunking: Identifying and correcting false information in a timely manner.
• Media Literacy: Enhancing the public’s ability to access, analyse, evaluate, create, and communicate information across various media, while understanding its influence on perceptions, culture, and society.
• Simulated Exposure: Training PR teams and audiences by exposing them to simulated misinformation scenarios to build resilience.
• Critical Thinking and Analytical Reasoning: Developing skills to rationally assess information, encouraging the rejection of false content even when it aligns with existing beliefs or biases.
• Corrective Labels and Warnings: Implementing clear corrections to alert audiences about false content.
• Algorithm and Platform Changes: Adapting strategies based on how misinformation spreads across different platforms.
• AI and Machine Learning Tools: Utilizing advanced technology to detect and counter misinformation.
• Narrative Correction: Proactively shaping and correcting the narrative to counter misinformation.
• Social Norms Campaigns: Promoting behaviours that help reduce the spread of misinformation.

Members are encouraged to provide real-world examples where they have applied these strategies. In collaboration with industry partners, PRCA aims to compile and showcase best practices that can inspire and guide the industry in mitigating the harms caused by mis/disinformation.

Interactive Webinar and Resources

To cap off PRCA Ethics Month, the association will host a live webinar featuring industry experts who will delve into these themes and share their insights on navigating the complex landscape of misinformation.

To submit examples, please email gabriela.weiss@prca.org.uk.

PRCA CEO, James Hewes, said:

"As misinformation continues to pose serious challenges, it's clear that fact-checking alone isn't enough. PRCA Ethics Month 2024 focuses on exploring the broader impacts of mis/disinformation and the practical strategies we can use to address them. We encourage our members to share their experiences and insights, as our collective efforts are fundamental in mitigating these issues effectively."