The Fixers Playbook: Managing Misinformation

In my years of crisis communication, I’ve found that false information can spread faster than wildfire, and if left unchecked, it can cause real damage to a company’s reputation. Whether the misinformation is internal or external, the response needs to be strategic, swift, and clear. Here are three strategies I’ve seen work time and time again when companies are faced with false information.

1. Acknowledge the Issue Early

One of the biggest mistakes I see companies make is waiting too long to respond. I’ve always said, “Silence allows misinformation to grow.” Take Facebook, for example, during the Cambridge Analytica scandal. The delay in addressing the issue only deepened public mistrust. In contrast, companies that respond quickly and transparently, even if they don’t have all the facts yet, show accountability and control over the situation. People don’t expect you to have all the answers immediately, but they do expect you to acknowledge what’s happening. It’s better to say, “We’re aware and investigating,” than to say nothing at all. Facebook & Cambridge Analytica.

2. Provide Clear, Consistent Facts

Once you’ve acknowledged the issue, the next step is to provide clear, consistent facts. In my experience, consistency is key—one clear message that gets repeated across all channels. I always remind executives that it’s not about winning an argument; it’s about making the truth louder than the rumor. Take Target’s response during their 2013 data breach. They were clear about what happened, provided updates on the steps they were taking, and most importantly, they stuck to the facts. This built credibility with their customers even amidst the crisis. Being factual and transparent goes a long way in maintaining trust. Read more on Target’s data breach response.

3. Empower Your Employees as Ambassadors

Internal misinformation is just as dangerous as external, if not more so. I’ve found that one of the most effective ways to combat this is by empowering your employees with the right information. They’re often the first point of contact with the public, whether it’s through customer service or casual conversations. When Amazon faced reports about poor working conditions, they didn’t just issue a public statement—they made sure their employees had the facts, too. Providing talking points and FAQs to employees allowed them to confidently address concerns in their circles, reinforcing the company’s message from the inside out. Learn more about Amazon’s internal communications.

Final Thoughts

In my career, I’ve learned that speed, clarity, and consistency are the foundation of any successful response to misinformation. Acting swiftly, sticking to the facts, and empowering your team to communicate effectively can turn a potential crisis into an opportunity to strengthen trust. How you respond in times of challenge speaks volumes about your leadership and your company’s values.