Why it’s reckless to share information you haven't read, even if your intentions aren’t malicious

With Covid-19 cases increasing at an alarming rate it is crucial for global citizens to refrain from creating or sharing fake news regarding Covid-19, often dubbed ‘Corona Virus.’

We are acutely aware of the growing number of people around the world who are sharing information regarding this pandemic with good intentions. However, we are also seeing a trend of misleading information often crafted by people with malicious intent and this trend is now influencing the narrative in South Africa and other parts of the world, thereby placing millions of lives at risk.

Besides the economic impact of spreading incorrect information, the critical danger here is that someone might take what may seem like legitimate information or advise and act on that information. It is, therefore, crucial for us to explain key centres of communication globally and here at home in South Africa. Spreading misinformation may also result in significant reputational damage for countries and organisations as well.

The first point of reference globally, is the World Health Organisation which hosts various insights on the pandemic on its website and social media platforms. The central place for South Africans is the Department of Health, the National Institute for Communicable Deceases and the Presidency of the Republic of South Africa.

Of course there are many other platforms supported and created by the private sector and civil society. It’s important to note and use the very basic channels of communication that were designed centrally by the government of the country. This will minimize the chances of picking up and disseminating wrong information.

While there are a plethora of fact-checking websites around the world, we strongly recommend that citizens use existing platforms such as mainstream media houses in the country who invest a significant amount of resources every day to gather information on Covid-19 and tell stories. The media is also instrumental in unpacking complex statements in simple and easy to consume language. Some fact-checking websites such as APFactCheck and Full Fact may be instrumental in verifying the authenticity of stories.

Large businesses should also take heed and draft messages to their stakeholders in plain language. There is absolutely no value in trying to complicate messages in such a complex global communication ecosystem. You must write for the audience and do so to be understood.

About the author

Tshepo Matseba APR*, a seasoned Marketing and communication Director. He is the former President of the Public Relations Institute of Southern Africa (PRISA). Matseba was the Head of Marketing and Communication at various brands including Old Mutual Insure, Liberty, Discovery, Momentum, Huawei, and MTN Group. He held several roles, in the media notably, Senior Business Writer at BizNisAfrica.com, and Business Contributor for kayafm.co.za, Business Editor of The Afropolitan magazine, and Editor in Chief of The Official NEPAD Yearbook 2018. He is the former Corporate Reputation Strategist at M&C Saatchi Abel. Matseba holds the APR (Accredited in Public Relations) status, which is internationally recognised in the United States, Canada, New Zealand and Australia through by the Global Alliance of Public Relations and Communication Management Associations (GA). He chairs the Awards Judges Panel for the Africa Brand Summit, and is Non-Executive Director at the Institute of People Management (IPM).

*APR (Accredited in Public Relations), PRISA