Combatir la desinformación: herramientas de inteligencia en relaciones públicas para contrarrestar las noticias falsas (fake news)

Alba Santa Soriano

doi:10.5294/pacla.2025.28.s1.3

Autores

Alba Santa Soriano Autor University of Alicante https://orcid.org/0000-0002-9853-8882

DOI:

https://doi.org/10.5294/pacla.2025.28.s1.3

Palavras-chave:

Desinformação, infodemia, informação, inteligência artificial, relações públicas

Resumo

Este estudo analisa as ferramentas de inteligência especializadas na detecção precoce de notícias falsas (fake news) e fenômenos de desinformação relacionados para facilitar sua integração na esfera profissional das relações públicas. Por meio de uma abordagem qualitativa, investigam-se quais são essas ferramentas e suas funcionalidades, e como sua implementação pode potencializar as estratégias de relações públicas na era da pós-verdade. Os resultados oferecem um leque de ferramentas avançadas, soluções de mercado e diretrizes de ação destinadas a fortalecer a eficácia das relações públicas no ambiente digital, e destacam suas capacidades analíticas para antecipar, influenciar e mitigar proativamente a gestão e a prevenção de crises (issue management).

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