Misinformation, which is generally defined as information that’s just wrong, and disinformation, which is information that’s deliberately false – an intentional lie designed to make you believe propaganda – are two of toughest challenges that we face. It’s a serious problem regardless of the situation, but it becomes deadly when credible people and organizations are trying to save lives and property and bull$%&! gets in the way.

Combating the flood of fiction requires agencies to build real trust and relationships with their constituents well before that trust is tested, and when it is tested, it requires a fast, smart and really well-crafted repetitive response.