Building a brand and reputation through consistent communication can take years, yet a viral social media post can suddenly significantly damage it in minutes.

We’ve seen this firsthand, where organizations in the for-good sector are being challenged by heightened polarization and, sometimes, the spread of inaccurate information about their values. Communication professionals are having to navigate when and how to respond to false information that goes against their values or negatively impacts their brand and reputation.

This guide covers the following topics that we hope will help you in the weeks and months ahead:

1. The Age of Information Disorder
2. Ways that mis/disinformation spreads
3. How to spot a bot or troll
4. Why we believe false information
5. Prebunking & Debunking: strategies to combat misleading messages and crafting trustworthy responses.