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'Protecting Against #Disinformation: Using Inoculation to Cultivate Reactance Towards #Astroturf Attacks'.
How useful is the counter-persuasive strategy of 'inoculation', including 'prebunking'?
tandfonline.com/doi/full/10.10…
How useful is the counter-persuasive strategy of 'inoculation', including 'prebunking'?
tandfonline.com/doi/full/10.10…
The use of inoculation within the public relations industry is not novel. The current study shows that organizations, when able, should proactively respond to astroturf attacks rather than ignore the attack.
Responding proactively with an inoculation message significantly improved crisis outcomes such as attitudes & behavioral intentions compared to no response. This is important, as crisis literature doesn't explicitly recommend organizations respond to all paracrisis situations.
It appears that when the scenario involves #disinformation regarding financial spending or an organization’s intent, a response is warranted.
Secondly, this study builds upon Wan and Pfau’s initial work of applying inoculation to public relations by providing professionals with clearer guidance on what content to include in forewarning messages.
Public relations professionals are increasingly discussing the use of prebunking through initiatives such as PRSA’s #Voices4Everyone. This study further supports its usage and provides guidance on message content strategies for professionals to deploy.
Specifically, findings show that using autonomy support, stating that individuals have the freedom to choose what to believe and acknowledging that it could be a confusing situation, is beneficial.
In addition, combining this with explicit details explaining what astroturf is and the goals of the astroturf campaign could lead to individuals rejecting the persuasive attack attempt.
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