Every brand today is vulnerable to fake news and misinformation. One false headline can spread like wildfire, damaging years of hard-earned reputation.

Take the recent case of brand featured, a top-tier luxury real estate agency. A fake social media post claimed the brand was involved in a money laundering scheme. Within 24 hours, the post had gone viral.

The company faced thousands of angry comments, a drop in customer trust, and even lost a few high-profile clients. Though the story was false, the damage was very real.

Now imagine this happening to your brand. That’s where 9FigureMedia stepped in for brand featured. Known for their sharp crisis communication skills, they acted fast, identifying the source of the post, issuing an official press release, and launching a social media counter-campaign that reclaimed the brand’s narrative.

Within days, brand featured was back in control of its story. 9FigureMedia’s proactive response shows how important it is to have the right public relations team in place.

Fake news is not a new problem, but its speed and reach have grown with digital platforms. According to a TechCrunch News report, fake news spreads six times faster than real news on Twitter.

This is not just about bad actors, it’s about algorithms, monetization strategies, and a lack of content regulation. And while misinformation used to target politics, it now increasingly impacts brands, businesses, and individuals alike.

With the rise of generative AI, deepfakes, and bot networks, distinguishing truth from fiction is harder than ever.

Some brands are even featured on Bloomberg because of fake news crises, not due to business success. In fact, Bloomberg has reported on several companies that faced reputational damage following viral misinformation campaigns.

Featured on Bloomberg, the phrase once linked to credibility, now sometimes signals a brand under attack. Featured on Bloomberg should mean business growth, not business damage.

Yet, in many cases, these features stem from a brand’s attempt to clear its name. Featured on Bloomberg, for all its authority, is now sometimes a battlefield of reputation.

Let’s dive deeper into how you can handle fake news and misinformation in PR — strategically, smartly, and successfully.

Understanding Fake News and Misinformation

Fake news refers to deliberately false or misleading content, often created to deceive, manipulate opinion, or drive traffic for profit.

Misinformation is slightly different, it may not be malicious but is still incorrect or misleading.

Examples:

A competitor posts a fake product recall notice under your brand’s name.

A viral video falsely attributes poor service to your restaurant chain.

A social media influencer makes unverified claims about your CEO.

Understanding the types and sources is the first step to combatting them.

Why Fake News Is a PR Nightmare

• Speed of Spread: One tweet can reach millions within hours.
• Emotional Hooks: Fake news often plays on fear, anger, or curiosity.
• Trust Deficit: The more false news out there, the less people trust real news.
• Cost of Cleanup: It can take weeks and thousands of dollars to fix a lie.

Impact: Brands may lose customers, investors may pull out, and media may amplify the issue unintentionally.

Detecting Fake News Early

Monitoring Tools:

• Google Alerts
• Brandwatch
• Meltwater
• Mention

PR Strategy Tip: Assign someone on your PR team to scan social platforms daily. Use sentiment analysis to detect negative trends.

Example:
An eCommerce brand noticed a spike in “refund scam” keywords. Quick action revealed a fake video guiding customers to exploit their return system.

Responding to Misinformation: The Golden Hour Rule

The first 60 minutes after fake news hits is critical.

Steps:

• Verify the claim.
• Gather internal facts.
• Respond publicly.
• Contact platforms to remove the post.

Example:
When a viral post accused a fashion brand of using child labor, their PR team released a video showing the manufacturing process and worker interviews within two hours. That video went viral too correcting the narrative.

Legal and Platform Takedown Strategies

Not all lies can be corrected by statements alone.

Options:

• File defamation notices.
• Use DMCA takedown for false visual content.
• Appeal directly to platforms like Facebook and YouTube.

PR Tip: Keep pre-written legal templates and know your platform’s takedown policies.

Creating an Official Response

Checklist:

• Tone: Calm but firm
• Format: Press release, blog post, social media graphic
• Channels: Post on all platforms at the same time
• Hashtags: Include branded hashtags to own the conversation

Template: “We’ve been made aware of false information circulating about [Issue]. These claims are entirely untrue.

We encourage our community to rely on verified channels. Here’s the truth: [Link].”

Engaging the Media with Transparency

Journalists need reliable sources.

Steps:

• Send media kits with facts, stats, visuals.
• Offer live Q&A or media briefings.
• Give them direct access to company leaders.

Result: Clearer stories, reduced speculation, and better control of your brand’s message.

Working with Influencers and Loyal Advocates

Your best defense might be your biggest fans.

How to Mobilize Them:

• Provide correct info they can share.
• Encourage user-generated content (UGC) to counter false claims.
• Offer rewards for advocates who help spread the truth.

Case Study: A skincare brand faced false reviews about harmful ingredients. Influencers who genuinely loved the brand posted honest testimonials. The tide turned.

The Role of Crisis PR Agencies