The infodemic and its impact on companies and brands

Business

By CAPosts 14 January, 2021 - 11:59pm 82 views

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Grosby Group Click for full video Replay video The weather forecast for this Thursday The wide circulation of a low pressure zone with high cyclonic potential will remain located off the coast of Veracruz, and in interaction with upper atmospheric instability will cause torrential rains in Puebla and Veracruz, and intense rains in Chiapas , Hidalgo, Oaxaca, Querétaro and San Luis Potosí. Likewise, heavy rainfall is forecast in Colima, Edomex, Guanajuato, Guerrero, Nuevo León, Tamaulipas and Tlaxcala, Mexico City, Coahuila, Morelos and Tabasco. La Jornada Weather forecast for this Wednesday For this Wednesday, the low pressure zone in the southwest of the Gulf of Mexico due to Tropical Wave Number 35, which will be located off the coast of Jalisco, and a low pressure channel that will extend over the Sierra Madre Occidental and the center of the national territory, in addition to instability at high levels of the atmosphere and the entry of humidity from both oceans, which will cause rains of different intensities in most of the country. La Jornada Today's weather forecast The SMN reports that Tropical Wave Number 34, which will slowly travel through the southeast and south of Mexico, interacting with a low pressure channel located on the Gulf of Mexico slope, which it will cause heavy rains in Chiapas, Guerrero and Oaxaca. Precipitation is also expected in other entities of the country. La Jornada NEXT E

(Expansion) - By infodemic we understand a growing wave of correct and incorrect information that is generated on a topic, which makes it more difficult to be certain of the information that is truthful about that which comes from sources that lack rigor or have an interest in generating confusion, a situation that undoubtedly occurred since the beginning of the COVID-19 pandemic ( WHO ). In February 2020, John Zarocostas, an international correspondent, with experience in global affairs, including health, commented in the magazine "The Lancet" ( How to fight an infodemic ), on the growing misinformation and credibility crisis that the infodemic linked to the emergence of the COVID-19 pandemic would cause millions of people around the world and that, in addition, has been one of the main concerns of the World Health Organization (WHO).

The large amount of information produced around the pandemic, which we receive incessantly through all media, leads me to a serious moment of reflection on how it is impacting us at all levels, in all areas and moments of our life. lifetime. Because this overexposure has collateral damage making it difficult for us to make appropriate decisions to prevent or act in any situation, and in this case, even physically and emotionally harm us. With the above reflection came others, the first related to the potential impact of an "infodemic" in companies, brands and products, where true catastrophes of information can generate crisis situations. The second, the damage that it could produce in the image, reputation and credibility among the key audiences of an organization, taking into account that our emotional ties with companies and their products are becoming stronger every time. The third, the speed with which the information is true or false travels through social networks, digital platforms and technological devices; its availability, and accessibility, because today, regardless of the country or the language in which it is generated, it is available to billions of people. The fourth, the lack of control, or even the crisis situations that the infodemic can cause in organizations, products or brands due to an avalanche of information out of context or openly false. Thus then, the infodemic can influence the mood and perception that both people and interested organizations (stakeholders) have and develop of companies, their executives, as well as their products and brands. In this sense, it is important that we assume a reality: companies, brands and products have little, if not a null possibility of stopping the generation of unverified, biased or openly false information by third parties, which leads us to stop think and get to work to always have a comprehensive strategy ready that allows us to reduce or ideally reverse the negative impact of an infodemic.

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Expansion I suggest some measures to implement or strengthen to make them part of the corporate culture or the essence of a brand to mitigate the impact of external threats such as an infodemic: - Speak truthfully and seriously and objectively document what that it is decided to communicate about the organization, products or brands. - Monitor and permanently analyze relevant and sensitive issues for a company in traditional media and social networks. - Strengthen internal communication at all levels, make it more open and participatory, with timely and truthful information to turn employees into the main ambassadors of the company, brand or product. * Promote the use of verified information from reliable sources. * Invite the responsible and conscious use of social networks and technological platforms. - Reinforce external communication with clients, business partners and consumers, promoting clarity, honesty and empathy, in all the means and channels used. - Establish multidisciplinary groups within organizations to identify risks, establish scenarios and provide quick and structured responses to cases of infodemic or any other external threat to the image and reputation of a company, brand or product. - Assume that one of the main assets of companies and their brands is credibility and trust, elements that must be constantly and strategically taken care of, always considering internal and external threats that may put the image of the organization into question or their products. Editor's Note: Jorge Acosta is a Partner at Alterpaxis. He has a degree in Political Science from the Ibero-American University, and a master's degree in Communication and International Development from City University, London, England. Follow him on LinkedIn and / or write to Jorge.Acosta@alterpraxis.com The opinions published in this column belong exclusively to the author. See more information about this and other topics in the Opinion channel

Source: MSN