Presentation at Stratcom 2023: Top 5 Proven Communications Strategies To Fight Disinformation​

1. Company Name
Your company tagline
Where did you get your
online news last week?
❏ Directly from news
website/app
❏ Via social media

2. Reuters Institute Digital News Report 2023 - data from six continents and 46 markets
“Where did you get your online news last week?”

3. Reuters Institute Digital News Report 2023 - data from six continents and 46 markets
“Where did you get your online news last week?”

4. Reuters Institute Digital News Report 2023 - data from six continents and 46 markets
“Where did you get your online news last week?”

5. Reuters Institute Digital News Report 2023

6. Reuters Institute Digital News Report 2023

7. Reuters Institute Digital News Report 2023
Top social media and messaging (Turkey 2023)

8. Reuters Institute Digital News Report 2023
Top social media and messaging (Turkey 2023)

9. “When it comes to news, audiences say
they pay more attention to celebrities,
influencers, and social media
personalities than journalists in networks
like TikTok, Instagram, and Snapchat.”
– Reuters Digital News Report 2023

10. What do you do?
Top 5 Proven Communications
Strategies To Fight Disinformation

11. 1. Plan ahead
● Review your crisis
comms plan
● Have a procedure
in place
● Develop strategies
for stakeholders
● Craft pre-approved
messages.
Crisis comms team
Spokesperson
Scenarios

12. 2. Collaborate
Internally
Work closely with internal
experts and partners to
develop prevention
strategies that combine
technical, scientific, and
political comms.
← WWF Germany’s Expert Ambassador Program

13. “Today, we can respond, provide answers
and publish authoritative information
about the latest disinformation topics in a
way that is much faster and more
effective.”
– Tina Zournatzi, European Commission

14. “Think like a
journalist”
3. Build Trust
● Check your sources
● Invite experts
● Make data available
● Work with
fact-checking
organizations
● Build direct relations
with social media
platforms

15. 4. Be Digital-First
By employing social listening tools, you
can better understand your audience,
anticipate and quickly respond to false
rumors circulating online.
The World Bank uses Talkwalker for social
listening. Other tools include Audiense,
Brandwatch, YouScan, or Keyhole.
Audience targeting map by Audiense →

16. 5. Amplify natively
1. Use promoted posts and
A/B testing
2. Create videos to educate
and “debunk” myths
3. Engage with relevant
influencers who can help
expand your reach
Campaigns by UNICEF and WHO →

17. “We learned that it is significant to be
close to people’s hearts to address their
concerns and those of their loved ones;
using the language of a friend and not
that of an instructor.”
– Juliette Touma, former Chief of Communications, UNICEF MENARO

18. Read more:
nicholasbruneau.com