The Public Relations Society of America (PRSA) warns that in addition to being in the midst of a pandemic, we are also facing an “infodemic” resulting from the increasing speed and level misinformation and disinformation about the COVID-19 crisis that is circulating in public arena. “The result is too much information—sometimes inaccurate, and often in scientific terms or medical language that might be difficult to understand,” the organization stated in in a recent press release.

PRSA noted in a recent press release that PR professionals are “uniquely positioned to guide communications and offer resources to the public as they navigate a dearth of information” in the crisis.

PRSA offers basic guidelines and resources that its members can use to initiate and support factual conversations in their community and with their internal and external audiences. The guidelines and resources, which are useful to any public-facing company or organization, are intended to help provide recommendations for the public at large to more easily decipher information related to the coronavirus, and position PRSA members as resource facilitators.

• Be transparent. Respect builds and reinforces credibility.
• Be truthful. Honesty is fundamental to gaining and maintaining public trust.
• Be timely. Establish a sound and regular communication path as the authentic and accurate source.
• Understanding media literacy
• Understanding and verifying sources, related to any issue, is critical — especially in times of crisis. The digital age is filled with false information, misinformation and disinformation, so consider these points when seeking trustworthy sources:
• Avoid single-source news and seek out multiple major media outlets with varying views.
• Identify established, authentic expertise and think critically — is the source credible?
• Verify and cross-check material through multiple sources.

PRSA suggests sourcing information from these reliable resources during the COVID-19 outbreak:

• World Health Organization (WHO)
Find up-to-the-minute global facts, figures and recommendations here. WHO also offers advice for the public and answers frequently asked questions.

• Centers for Disease Control and Prevention (CDC)
Research U.S.-specific facts, figures and recommendations for prevention and treatment from medical experts here. The CDC also provides many communication resources. Other valuable resources include the U.S. Food and Drug Administration, the Environmental Protection Agency and the Department of Labor’s Occupational Safety and Health Administration.

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