Can a line be drawn between the disintegration of trust in institutions and the proliferation of fake news, misinformation, and disinformation? The latest data from Edelman’s 21st annual trust and credibility survey certainly speaks to a connection. Calling the assault on facts a “rampant infodemic,” the 2021 Edelman Trust Barometer notes that businesses, governments, NGOs, and the media face “… an environment of information bankruptcy and a mandate to rebuild trust and chart a new path forward.”
The Trust Barometer found that businesses are well placed to win back trust. Among the four institutions compared, only business sits in a trusted position, and respondents also indicated that business gains the most trust by acting as a “guardian of information quality.” How can businesses separate fact from fiction quickly enough to execute agile strategies to grow and protect their organizations? Start with these fact-checking tips.