Do you communicate about food, nutrition, or science? Do you find it challenging to counteract the misinformation that abounds in the media, especially on social media? Do you struggle to translate complex research into layman’s terms?
There’s help. Credible help. All in one handy location.
The International Food Information Council (IFIC), has created a Science Communication Content Hub. A previous post described the resources you can find there and encouraged you to put them to use.
The social media graphic posted above lists the definitions of three types of incorrect information. Misinformation is wrong or misleading information. In this post, we will explore a helpful strategy provided in the hub for managing misinformation.
What are IFIC’s 4 tips for managing misinformation?
The social media graphics above list the 4 tips for managing misinformation. Let’s break them down and consider how to implement each one in practice:
1. Consider the audience, including their wants and needs.
When combatting misinformation, the communicator’s first inclination will be to address falsehoods and correct the message. STOP. Before addressing the message, consider the audience.
How is this message relevant to the audience? Why is it important to them?
Always begin with knowing your audience.
2. Ask questions to better understand audience knowledge, attitudes, and beliefs. Align around shared values.
To get to know your audience, ask good questions. Demonstrate that you care about what they think, feel, and do. Listen well.
Ask questions to find out what they think about the topic. What have they heard? Where did they get their information? Do they have questions that are still unanswered? How does the information make them feel? What actions are they taking or planning to take?
Listen carefully to their answers to identify common ground and shared values. These points of agreement make the best opening for addressing the misinformation in ways that will resonate with the audience.
3. Minimize repeating inaccurate information. Keep the facts simple and put facts into context emphasizing scientific consensus.
As you address their views, avoid repeating any false statements. That only makes the misinformation more memorable. Acknowledge that others share the audience’s view and point out any aspects that have merit.
Without coming across as a know-it-all, clearly and concisely state the facts, putting them into meaningful context for the audience. Match your message to the values they have expressed. Provide evidence without overwhelming them.
Need help? Utilize the resources in the Science Communication Content Hub.
4. Now may not be the right time to address or correct inaccurate information. Your audience may not exhibit readiness to listen.
As the audience shares their thoughts, feelings, and actions, pay attention to their degree of openness to hear the truth.
Are they speaking with conviction and certainty? That would indicate minimal openness. Or do they seem somewhat unsure of the information and open to learning more?
If the audience isn’t ready, efforts to correct the misinformation they strongly believe will likely fail. Your time is better spent letting them know you are open to a future discussion when the audience is interested in learning about what you know on the topic.
Waiting may be difficult, but in the long run, you are keeping the lines of communication open.
Next week’s post will explore how to gain consumer trust.
“Science is providing tools and knowledge to help improve people’s lives and protect the planet, but the pernicious spread of misinformation is hindering our ability to make more progress on many of our most critical challenges. We need to identify solutions that will enable everyone to be better equipped at discerning fact from fiction and making informed decisions.” ~ Marcia McNutt, National Academy of Sciences President
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