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Reactive Public Relations Strategies for Managing Fake News in the Online Environment

Author

Listed:
  • Gheorge Ilie FARTE

    (Alexandru Ioan Cuza University of Iasi, Faculty of Philosophy and Socio-Political Sciences, Department of Communication Sciences and Public Relations)

  • Daniel Rares OBADA

    (Alexandru Ioan Cuza University of Iasi, Faculty of Philosophy and Socio-Political Sciences, Department of Communication Sciences and Public Relations)

Abstract

The aim of this conceptual paper is to discuss the issue of managing fake news in the online environment, from an organizational perspective, by using reactive PR strategies. First, we critically discuss the most important definitions of the umbrella term fake news in order to emphasize different challenges in conceptualizing this social phenomenon. Second, employing some valuable contribution from literature, we present and illustrate with vivid examples 10 categories of fake news. Each type of fake news is discussed in the context of organizational communication. We propose a 3D conceptual model of fake news, in an organizational context. Furthermore, we consider that PR managers can use either reactive PR strategies to counteract online fake news regarding an organization, or communication stratagems to temporarily transform the organization served into a potential source of fake news. Each reactive PR strategy can be a potential solution to respond to different types of online fake news. Although these possibilities seem to be extensive, in some cases, PR managers can find them ineffective. In our view, this cluster of reactive PR strategies is not a panacea for managing fake news in the online environment and different strategic approaches may be need, such as communication stratagems. We conclude that within online environment PR managers can employ a variety of reactive PR strategies to counteract fake news, or different communication stratagems to achieve organizational goals.

Suggested Citation

  • Gheorge Ilie FARTE & Daniel Rares OBADA, 2018. "Reactive Public Relations Strategies for Managing Fake News in the Online Environment," Postmodern Openings, Editura Lumen, Department of Economics, vol. 9(2), pages 26-44, June.
    • Handle: RePEc:lum:rev3rl:v:9:y:2018:i:2:p:26-44
    DOI: https://doi.org/10.18662/po/16
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    References listed on IDEAS

    as
    1. Hunt Allcott & Matthew Gentzkow, 2017. "Social Media and Fake News in the 2016 Election," NBER Working Papers 23089, National Bureau of Economic Research, Inc.
    2. Hunt Allcott & Matthew Gentzkow, 2017. "Social Media and Fake News in the 2016 Election," Journal of Economic Perspectives, American Economic Association, vol. 31(2), pages 211-236, Spring.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Fake news; organization; 3D conceptual model; reactive PR strategies; communication management;
    All these keywords.

    JEL classification:

    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate

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