This protocol provides a strategic framework designed to protect the image, reputation, and credibility of organizations against information manipulation. All entities concerned are invited to adopt it and adapt it to their specific challenges.
I invite you to follow the "Riposte" course, which will soon be available in the Bootcamp section of the rectifa.com website, to learn more about this topic. In the meantime, here are some essential recommendations.
Objectives of the protocol
This protocol aims to establish a rigorous operational framework to respond effectively to cases of disinformation directly affecting your organization.
It pursues the following objectives:
Ensure a rapid, appropriate, and proportionate response to different forms of disinformation and manipulation.
Structure your actions against disinformation by integrating strategic monitoring systems, response methodologies, and continuous improvement mechanisms.
Strengthen coordination and accountability among internal stakeholders while optimizing collaboration with external stakeholders such as the media, fact-checking platforms, and specialized influencers.
Structured response mechanism
Prevention and awareness
Mandatory training for employees on managing disinformation, including identifying information attacks and best practices for responding and reporting. This topic is not only relevant to "communications people," but to any member of the organization who may come into contact with a case of disinformation and discuss it inside and outside the organization.
Organization of quarterly crisis management simulations incorporating realistic scenarios coordinated by the communications team.
Establishment of an internal mechanism dedicated to managing disinformation affecting the organization. The structure of this unit must be determined on a case-by-case basis, depending on the needs and capabilities of each organization.
As an indication, it could include:
- A crisis communications officer responsible for managing responses to misinformation targeting the organization.
- An information threat analyst responsible for monitoring and analyzing attacks affecting the organization.
- A reputation management specialist responsible for assessing the impact of disinformation campaigns and coordinating corrective actions (content type, formats, distribution platforms, partnerships, etc.).
Monitoring and detection
Deployment of monitoring tools tailored to the organization's needs. For example, solutions such as Google Alerts, Mention, Meltwater, Talkwalker, or Brandwatch are recommended.
Implementation of a structured escalation process: Reporting of potential misinformation affecting the organization by an employee, a monitoring tool, or an external partner.
Three-step verification:
- Identification of the source of the information.
- Analysis of propagation and the relays involved.
- Assessment of the potential impact on reputation, stakeholder trust, institutional relationships, and strategic commitments (such as partnerships, funding, public perception).
- Activation of an appropriate response based on the level of severity.
Response tailored to the severity of the misinformation
Typology and associated responses
Minor internal misinformation: rumor affecting the organization but without significant impact. Recommended response: internal clarification and discreet correction without amplifying the issue.
Harmful disinformation: disinformation campaign directly targeting the organization's image.Recommended response: official denial and mobilization of media outlets.
Attack/Coordinated behavior: widespread propagation by malicious actors. Strategic responsedefined according to the scale of the phenomenon.
Strategies for responding to coordinated attacks
If misinformation remains limited and has little impact
Active monitoring without immediate public reaction is preferred in order to avoid giving visibility to information that does not generate support. Except in exceptional cases, the spread must be monitored for 24 to 48 hours before any possible intervention.
If the spread is moderate and the impact partial
Producing explanatory content such as infographics, articles, and interviews allows you to introduce a counter-narrative without directly mentioning the attack. This approach provides an alternative, factual perspective without increasing the visibility of the misleading content.
If misinformation goes viral and has a significant impact
A comprehensive crisis plan is activated, including an official spokesperson, media intervention, and the mobilization of partners. A rapid and credible response is necessary to limit the spread of false information or rumors and to reestablish the facts.
Key tools for implementing recommended actions (Beginners)
The choice of tools must be determined based on the resources and specific characteristics of each organization.
As a guide, the following categories may be taken into account:
Monitoring and analysis of propagation:Mention, BuzzSumo, Bot Sentinel
Production of corrective content and counter-narratives:Canva
Monitoring perceptions and reputational impact:Meltwater, Brandwatch, Talkwalker.
Protocol operational diagram
(A) Prevention
Training, simulations, and monitoring to raise awareness and anticipate online disinformation/manipulation.
(B) Detection
Implementation of tools and validation of information to identify and classify threats.
(C) Reaction
Implementation of appropriate strategies to contain and redirect public perception impacted by false information.
(D) Follow-up
Post-crisis analysis and adjustments to improve future interventions.
By Ekedi Kotto Maka