In today’s tumultuous landscape, the rise of misinformation and disinformation during disasters poses a significant challenge to effective crisis communication. The recent response to Hurricane Helene has starkly illustrated how false narratives can exploit the chaos, undermining trust in relief agencies and governmental institutions. As crisis communicators, our role is to deliver timely and accurate information and confront misinformation head-on. We are integral to the process of combating false narratives that jeopardize recovery efforts.
The advent of social media has transformed the dissemination of information, allowing misinformation to spread at an alarming rate. To navigate this landscape, crisis communicators must adopt forward-thinking strategies that are not merely reactive but proactive. These strategies empower us to be prepared and in control. Here are key tactics informed by historical and contemporary examples, including Taiwan’s 2024 presidential elections, the 2023 Maui wildfires, the U.S. Coast Guard’s Deepwater Horizon response, and lessons from FEMA’s rapid response team model.
- Anticipate Misinformation
The first step in combating misinformation is anticipating its occurrence. Crisis communicators should recognize that misinformation always arises in disasters and has throughout history—it’s the rule, not the exception. We can prepare and develop forward-leaning strategies by anticipating its emergence, including plans for dedicated teams and dissemination, monitoring, and response protocols.
- Establish a Dedicated Misinformation Monitoring Team
A dedicated misinformation monitoring team is essential to identify and counter false narratives effectively. This team should comprise experts in social media analysis, crisis communication, and community engagement, and it should be responsible for continuously monitoring various platforms for emerging misinformation trends. For example, Taiwan’s proactive measures during its 2024 elections included a dedicated real-time monitoring team for identifying and debunking false claims (Taiwan Digital Diplomacy Association, 2024).
- Identify Trends and Triage Misinformation
Once misinformation is detected, it is crucial to analyze its origins, types, and potential impacts on the community. By triaging the most misleading narratives, we can prioritize responses. Not all misinformation poses an equal risk; focusing resources on narratives that could lead to significant public harm is essential.
- Collaborate with Respected Community Leaders
Trust is vital during crises. Collaborating with respected community members who residents go to for accurate information can significantly enhance outreach efforts. These leaders often have credibility and can effectively counter misinformation within their networks. During the 2023 Maui wildfire response and recovery, local, state, and federal officials involved respected cultural, historical, and other non-governmental leaders in all aspects of the operation.
- Leverage Credible Third-Party Sources
Working with credible third-party organizations, such as local NGOs, academic institutions, cultural centers, and trusted media outlets, can amplify accurate messaging. This multifaceted approach, which includes community meetings and ongoing face-to-face outreach, is crucial for effective communication.
- Confront Misinformation Head-On in News Conferences
When misinformation arises, confronting it directly during news conferences is essential. These forums provide opportunities to address specific false claims with clear evidence. Transparency builds trust; when agencies actively acknowledge and counter misinformation, they enhance public confidence in shared information.
- Emphasize Core Values
Crisis communication must prioritize core values such as accuracy, transparency, and survivor-focused messaging. The goal should not be to achieve favorable press coverage but to ensure survivors receive the necessary information to make informed decisions. Advocating for their right to accurate information is paramount, even when that information may be uncomfortable.
- Learn from Successful Case Studies
Learning from practical misinformation management case studies can offer valuable insights. Taiwan’s proactive monitoring during the 2024 elections and community-driven efforts following the 2023 Maui wildfires illustrate the importance of preparedness and collaboration (Maui News, 2023). For instance, in Maui, response managers established a public information officer team that monitored misinformation, supported community outreach, and prepared press conferences to address rumors. According to the Taiwan Digital Diplomacy Association, the Taiwanese government actively collaborated with fact-checking organizations and launched educational campaigns to help people identify inaccurate information. (Taiwan Digital Diplomacy Association, 2024).
Another example of successfully confronting misinformation was demonstrated by Admiral Allen and the U.S. Coast Guard’s aggressive approach during the Deepwater Horizon oil spill. They confronted misinformation by engaging with the media, using visual aids, collaborating with trusted sources, and monitoring social media. Throughout the response, the Coast Guard communicated its core values—safety, security, and environmental protection. Admiral Allen held numerous news conferences throughout the crisis, where he directly addressed misinformation head-on. He provided clear, evidence-based responses to inaccurate news and emphasized the Coast Guard’s commitment to transparency.
In a third historical instance, the Federal Emergency Management Agency (FEMA) developed its public information rapid response team concept in the 1990s, focusing on swift information dissemination during crises (FEMA, 1999). This model emphasized deploying a pre-designated, well-trained team, clear communication protocols, and fast responses to misinformation. Today, crisis communicators can adopt similar strategies, implementing rapid response teams focused explicitly on monitoring and implementing strategies to deal with misinformation.
- Foster Continuous Efforts
Combating misinformation is a continuous process. One social media post or a single news conference is not enough. Establish mechanisms for ongoing community engagement, such as regular updates, public forums, and feedback loops. Encouraging community members to report misinformation and providing them with tools to discern credible sources strengthens resilience against false narratives.
Previous FEMA Administrator Craig Fugate recently posted on social media, “Before the next storm hits, get a portable radio to keep with your disaster supplies. Radio stations are often the only form of communication after a disaster.” This is a simple yet powerfully impactful message for disaster communicators to share. Using radio to inform survivors has historically been a valuable tool for providing accurate, actionable, and life-saving information quickly.
The Infodemic: A Second Disaster
We are facing an epic infodemic in our society. An infodemic is a portmanteau of information and epidemic. It is a metaphor for how misinformation and disinformation can spread like a virus. When misinformation is coupled with the response and recovery from a deadly hurricane, the results have a severe negative impact on lives and property. Tragically, this is what we are now experiencing in the recovery from Hurricane Helene.
As highlighted by FEMA Administrator Deanne Criswell during the Helene recovery, misinformation can create scenarios where survivors do not even register for assistance due to false beliefs about aid availability. FEMA’s establishment of a “Hurricane Helene: Rumor Response” page exemplifies efforts to counter misinformation with facts. However, not every survivor may know these resources, underscoring the need for comprehensive outreach efforts.
Conclusion
Confronting misinformation and disinformation during disasters is – and will remain – a formidable challenge. However, crisis communicators have tools and strategies to combat false narratives: anticipate misinformation, establish dedicated monitoring teams, collaborate with trusted leaders, and learn from historical successes.
Ultimately, we must focus on providing accurate and actionable information to survivors while fostering a resilient community against misinformation. As we strive to support relief efforts, let us also recognize the importance of ensuring trustworthy news and doing all it takes to ensure survivors and disaster-impacted communities have continuous access to accurate and actionable information on their road to recovery.
References
- Taiwan Digital Diplomacy Association. (2024). Combating Misinformation: Strategies from Taiwan’s Elections. Retrieved from [website]
- Maui News. (2023). Lahaina Wildfires: Recovery Efforts and Misinformation Management. Retrieved from [website]
- FEMA. (1999). Public Information Rapid Response Teams: A Model for Emergency Communication. Retrieved from [website]
- Allen, T. (2010). Testimony Before the Senate Committee on Homeland Security and
- Governmental Affairs.
- U.S. Coast Guard. (2010). Response to the Deepwater Horizon Oil Spill. Retrieved from U.S. Coast Guard.
Dan Stoneking is the Owner and Principal of Stoneking Strategic Communications , the Author of Cultivate Your Garden: Crisis Communications from 30,000 Feet to Three Feet, the Founder and Vice President of the Emergency Management External Affairs Association, and an Adjunct Professor in the Communications Department at West Chester University.
Ed Conley is an acclaimed author, former disaster responder, and international crisis leadership coach. His award-winning book, Promote the Dog Sitter: And Other Principles for Leading during Disasters, has garnered global recognition for its insights on disaster leadership. Ed is a founding member of the Emergency Management External Affairs Association, where he serves as the organization’s resident historian, contributing his extensive knowledge and experience to emergency management and disaster communications.