On Monday, March 10, Michael Cherenson, APR, Fellow PRSA, visited the PRSA Volunteer Chapter and the
UT Information Integrity Institute to discuss the growing challenges posed by misinformation and the tools professionals can use to combat its spread.
Cherenson currently serves as Executive Vice President for SCG Advertising + Public Relations and Academic Director for Communication Certificate Programs at Rutgers University. An accredited PR professional, he has authored three studies on reputation management and held leadership roles within the Public Relations Society of America, including serving as chair and CEO in 2009. He has represented PRSA in advocacy and international forums and is a recognized expert in disinformation mitigation. Beyond his PR work, Cherenson is actively involved in nonprofit initiatives, including One To World, and participated in the U.S. Department of Defense's Joint Civilian Orientation Conference in 2018. A graduate of Ithaca College and George Washington University’s Graduate School of Political Management, he remains deeply committed to community engagement.
During his discussion, Cherenson highlighted the increasing prevalence of deepfakes and misinformation across digital platforms. The rapid spread of false information has led to significant challenges for individuals and organizations alike. With the click of a button, manipulated audio and video content can go viral, creating widespread controversy and reputational damage.
Cherenson emphasized a startling statistic: 75% of people share articles on social media without reading them first. This underscores how quickly misinformation spreads and the responsibility that falls on every information consumer, not just public relations professionals. “This is about looking in the mirror as a professional and individual,” he stated. While misinformation can originate from countries, organizations, and individuals, each of us must take accountability for the media we consume and prioritize verifying its accuracy.
To counteract misinformation, Cherenson outlined several key principles: transparency and accountability, resilience and proactive inoculation, accuracy and verification, trustworthiness and consistency, and agility and adaptability.
“It is harder to overcome a lie than to tell a lie,” he noted, stressing the importance of proactive measures. Once a false claim gains traction, it becomes significantly more challenging to refute without preparation and an understanding of the psychological factors behind misinformation consumption. Cherenson explained that cognitive biases, emotional triggers, and preconceived worldviews often lead individuals to believe and spread false information. The more frequently misinformation is encountered, the more likely it is to be accepted as truth.
For public relations professionals, ethical decision-making and adherence to the PRSA Code of Ethics are critical in combating misinformation. PR professionals can also use resources like
PRSA's Misinformation and Disinformation Toolkit as an additional resource to address this growing challenge.
“What makes public relations unique is we’re the corporate conscience,” Cherenson said. PR practitioners bear a significant ethical responsibility, as the information they distribute carries weight and influence.
Organizations must prioritize ethical practices, transparency, and strong governance. Cherenson stressed the importance of fostering an open and collaborative workplace where individuals feel empowered to share concerns and ideas. He also recommended implementing digital asset management systems to maintain an archive of original documents, videos, and audio files, an essential tool in addressing disinformation effectively.
Cherenson also highlighted the importance of the inoculation theory and pre-bunking as proactive strategies against misinformation. This approach involves acknowledging potential falsehoods and refuting them with factual information before they take hold. By equipping consumers with accurate knowledge, organizations can strengthen their credibility and mitigate the impact of misinformation.
In an era where the line between truth and falsehood is increasingly blurred, Cherenson urged individuals to take a critical approach to the information they encounter. “We’ve got to learn to interrogate ourselves and the information we consume and share,” he concluded.