Public relations in times of misinformation: challenges and opportunities for organizational communication
DOI:
https://doi.org/10.5294/pacla.2025.28.s1.13Keywords:
Organizational communication, trust, misinformation, public relationsAbstract
The rise of misinformation affects credibility and trust in organizations and represents a critical challenge for public relations. This phenomenon has intensified with the proliferation of digital technologies and mass communication platforms, facilitating its rapid spread. To mitigate its negative effects, organizations must implement agile strategies that include fact-checking, transparency in communication, public education campaigns, and proactive crisis management protocols. Likewise, dealing effectively with disinformation requires a coordinated effort by institutions, governments, companies, journalists, and citizens, promoting a culture of critical thinking and information responsibility in society.
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