Fake news & PR: How companies should deal with disinformation
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Posted 13 Aug 2025
In an age where information spreads rapidly and anyone can become a broadcaster, companies are increasingly confronted with an invisible enemy: fake news. The deliberate or unintentional dissemination of false information can cause enormous damage to a company’s reputation. For PR and communications professionals, this means that responsiveness, strategy, and media literacy are more important than ever.
Fake news is not just a political phenomenon but is also increasingly appearing in the context of corporate communications in a wide variety of forms.
In 2023, for example, rumours circulated on social media that a large German fashion group was on the verge of bankruptcy, even though the company had just published growth figures.
Manipulated customer reviews or testimonials are another typical example: a manufacturer of dietary supplements suffered a sudden drop in sales after a competitor published fake negative reviews.
So-called misquotes are particularly insidious when statements made by executives are deliberately taken out of context. In a well-known case, the CEO of a tech company was falsely portrayed as a critic of artificial intelligence. The quote, taken out of context, spread rapidly, and the company was forced to issue a public statement.
Fake documents and manipulated images can also be used specifically to cause unrest. During a wage dispute, for example, a supposedly internal memo about mass layoffs was circulated – but the document turned out to be fake.
Added to this is targeted digital propaganda by bots or so-called trolls. During the market launch of a new electric car, for example, the official hashtag of the launch campaign was used by automated accounts to anonymously spread alleged user experiences, false reports, and staged images of breakdowns.
The goal of such actions is to create uncertainty, mistrust, and ultimately damage the brand image.
The effects range from short-term loss of trust to long-term sales losses when potential customers or investors are deterred by disinformation. For example, a publicly traded biotech company lost over 15% of its market value within 48 hours after a fake media interview about alleged study manipulation became public.
In addition, authorities and NGOs increasingly expect companies to take a stand on social issues – in times of digital disinformation, silence can be interpreted as consent.
An effective response to disinformation starts with the right strategy – and that strategy focuses on prevention, rapid response, and credibility. The first step is early detection through active monitoring. Effective social listening forms the foundation for identifying emerging misinformation promptly. The Lufthansa Group provided an impressive example of this in 2022: within just 30 minutes, the company debunked a viral video that purportedly showed current flight cancellations – in fact, the footage was taken from a completely different context.
Thanks to its rapid response, the misinformation was defused before it could spread further. Building on this, fact-based counterstatements play a crucial role. Companies that communicate transparently and with evidence establish credibility when they rely on concrete data and publicly available sources.
When a major energy supplier was accused of illegally drilling in nature reserves, the company responded by publishing satellite images, links to environmental reports, and a publicly accessible FAQ on its homepage. This fact-based clarification was widely received and picked up by more than 30 media outlets.
In addition to your channels, it is essential to involve trustworthy multipliers such as specialist journalists or influencers. A large online retailer demonstrated this in an exemplary manner when, amid a shitstorm over alleged data leaks, it specifically addressed tech influencers, bloggers, and renowned IT trade media. Transparent insights into the security architecture and open Q&A sessions restored trust and prevented the situation from escalating.
However, the most effective protection against fake news is often proactive communication. Those who communicate continuously in a clear and approachable manner reduce the scope for disinformation. Deutsche Bahn demonstrates this with its publicly accessible fact-checking page, where false claims about ticket prices, major construction sites, or political demands are regularly refuted factually. This format not only corrects misinformation but also actively builds trust.
Last but not least, internal communication must not be neglected. Employees are essential multipliers in both their professional and private communication. During the coronavirus pandemic, a chemical company relied on weekly ‘myth-busting’ newsletters to counter widespread rumours about vaccination requirements and alleged waves of layoffs. This not only provided clarity but also strengthened trust in the company’s management.
Legal action may be advisable in cases of particularly damaging false reports. In 2024, outdoor equipment supplier Vaude succeeded in obtaining an injunction against a platform that was selling inferior goods under its logo. It is important to note that legal action should always be carefully considered to avoid drawing additional attention to the disinformation.
Fake news can never be prevented entirely, but companies can take significant steps to mitigate its impact. The key is a communication culture based on resilience, preparation, and attitude. This includes forward-looking crisis plans that are not only drawn up in an emergency, but are regularly updated and also include an internally trained team so that they can react quickly in the event of a crisis.
Another success factor is building trust over the long term through consistent public relations work. Companies that regularly make themselves visible with relevant content, reliable facts, and credible voices are in a stronger position when an emergency arises.
Some pioneers are going one step further: For example, SAP and Bosch have established internal task forces for reputation management that regularly run through disinformation scenarios – similar to IT emergency drills. These teams are prepared to react immediately in the event of viral misinformation and to set all necessary measures in motion. They demonstrate that those who are prepared not only react faster, but also more confidently.
Junior Marketing Consultant at HBI Communication Helga Bailey GmbH
Jasmin Sobhanian has been part of HBI’s marketing team since 2023. As Junior Marketing Consultant, her responsibilities include the development of marketing campaigns, social media management, and the creation of specialized articles.
Picture:Canva
