Tips and tactics to effectively combat misinformation

Tips and tactics to identify when to address misinformation and how to be effective

If the world has felt increasingly chaotic, you’re not alone. The year only just started, and fundamental public health grants are in jeopardy. The administration’s fear-mongering tactics are raising tensions and threatening public safety, all while government officials consistently spread misinformation. Even the White House social accounts seem to have gone off the rails with questionable AI images and trolling.

The spread of misinformation and disinformation is reaching alarming rates, both exacerbating and fueling current conflicts. It’s hard to know what to believe these days. On top of that, increased accessibility to AI means it’s easier than ever to create fake images, videos, audio, and more. It doesn’t just feel chaotic and dangerous; it is. The World Economic Forum has declared misinformation and disinformation the biggest short-term global risk over the next two years. Without sounding too pessimistic… we aren’t surprised.

As nonprofit leaders, there are steps you can take to help address and combat misinformation. You know your stuff; when a trusted source speaks out against misleading content, people listen. Your voice can be integral in improving media literacy during this chaotic time. But your decision to respond should be strategic. First things first: identifying when to speak up.

How to identify when a piece of misinformation warrants a response?

If you see something misleading and potentially threatening, but you aren’t sure whether your organization should step in, here’s a helpful tip: consider the harm level and potential reach of the misinformation.

A few things to ask yourself:

Are there signs of artificial or suspect activity amplifying the content?
Has one post, story, or topic turned into a wider, sustained trend over time or a movement that could break into mainstream newsfeeds?
Is there evidence from reliable sources that suggests the harmful content will directly impact at-risk populations?
Does the message appear to come from a trusted source?
Has the content reached multiple platforms?

The following Threat Level Matrix, which references material from the Lawyers Committee of Civil Rights’ Election Protection Coalition, can guide you in your assessment of the threat level, providing suggestions on how to respond to the misinformation.

Is your nonprofit ready to put it to use? Download the full guide for more tips on assessing the harm, reach, and threat level of misleading or false content.

You’ve decided to address a piece of misinformation–the question is how.

We offer the following four approaches as a guide to creating content in response to misinformation. There is no single best method; all four of these can work together to help you, as a subject matter expert, effectively educate and push back against harmful misinformation.

Debunking

Debunking is a direct response technique that provides a detailed fact check to combat misinformation. It’s the most common method, but it may not be the most effective on its own.

Example: As soon as out-of-context images began circulating following recent events in Minneapolis, the News Literacy Project created content to alert its audience and serve as an ongoing education in media literacy.

Bypassing

Bypassing refers to sharing educative, truthful statements about a topic without explicitly mentioning any specific misinformation. This works best with people who may have some skepticism about a topic, but are still open to new information. If your nonprofit reaches both supporters and skeptics, this could be your sweet spot.

Example: This past fall, NYC Health effectively used this tactic to share factual information about the value and impact of Medicaid, as the program got slandered and slashed in the course of Congress passing the One Big Beautiful Bill Act. But notice how their content never actually mentions the One Big Beautiful Bill?

Pre-bunking

Pre-bunking serves to warn people about false narratives and misinformation before they potentially encounter it, ultimately improving media literacy so that people can spot misinformation in the wild.

Example: The News Literacy Project employs this technique frequently in its ongoing effort to get out in front of the potential harms of AI-generated imagery and video.

Building trust

Misinformation thrives on distrust, homogeneity, and isolation. Fostering and building inclusive communities in which people can build trust in one another is a powerful antidote.

Example: Good Good Good provided opportunities for Angelenos to get together IRL in support of the city’s immigrant communities during last summer’s ICE raids, and in turn, helped build a stronger community less susceptible to misinformation.

What are the best tactics for getting the truth out there?

Of course, creating the content isn’t enough. Your organization has to get it out into the world in strategic ways that make an impact. Here’s what we recommend:

Turn your owned channels into a reputable source of truth

Make social content that begs to be re-shared beyond your followership.
A lot can happen in the comment section. Whether on ads or organic content, monitor your comments closely so your content doesn’t become a vector for false narratives.
Encourage your social followers to get out of the polarized social landscape and into your email list where they can have more space and attention to digest, learn, and engage.

Leverage other trusted voices

You can’t be the only messenger. Partner with others who people already trust to help amplify the facts. That built-in trust is critical when combatting false and harmful messages.

Activate influencers and content creators who have an existing audience to help get your message out there. Don’t worry if that sounds intimidating–we got you! Here are some tips on how to leverage and manage influencers.
Podcasts are another great vehicle for leveraging hosts’ established trust.
Mobilize your partner organizations to speak out too. The more voices, the better!

Create IRL events that offer fun with a side of education.

A craft night at your local library, potluck dinners, trash clean-up, a gardening day at a local park, and other fun activities can be excellent ways for communities to bond and learn about your work.