COVID 19 OUTBREAK: THE IMPACT OF FAKE NEWS ON HEALTH ORGANIZATIONS REPUTATION, CHALLENGES
DOI:
https://doi.org/10.17501/24246778.2022.6102Keywords:
public health, health organizations, corporate communication, stakeholders, fake newsAbstract
Health organizations face several challenges including economic crisis, new patients’ demands and fake news. These companies resort to corporate communication initiatives to protect their brands and this way reinforce their strategic positionings. Since the COVID 19 outbreak started in 2020, many of these organizations have been accused of lying concerning masks, vaccines or side effects. This literature review paper aims to analyse how quality information is a priority for health organizations interested in building a reputed brand. To do that, we carried out a literature review about health communication (interpersonal, internal, and external initiatives), health education, post-truth and fake news; we analysed some fake news spread since December 2019 concerning the COVID 19 outbreak, as well as their impact on health organizations’ reputation; and, finally, we proposed a Decalogue for these organizations on how to implement corporate communication strategies for facing fake news. We concluded that these organizations should prioritize a corporate communication approach, promote research on communication and establish multidisciplinary teams integrated by expert in communication and public health.
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Copyright (c) 2022 Lakdar Chadli
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
