CNW Presents... The New PR: Creating & Curating Trusted Content from @CraigSilverman
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The document outlines principles for creating credible and verifiable content, emphasizing the importance of accountability, provenance, and polished presentation. It provides guidelines for verifying information, especially on social media and through multimedia, as well as strategies for effectively managing and refuting rumors. The key takeaway is the necessity of honest communication and responsiveness to build trust and connect with audiences.
![“[W]e are fundamentally social beings and
we possess an irrepressible instinct to
make sense of the world. Put these ideas
together and we get shared sensemaking:
We make sense of life together. Rumor is
perhaps the quintessential shared
sensemaking activity.”
— Nicholas DiFonzo, author of “The Watercooler Effect: A
Psychologist Explores the Extraordinary Power of
Rumors.”](https://image.slidesharecdn.com/cnw-crash-course-141121151658-conversion-gate011-151126152734-lva1-app6892/85/CNW-Presents-The-New-PR-Creating-Curating-Trusted-Content-from-CraigSilverman-35-320.jpg)
CNW Presents... The New PR: Creating & Curating Trusted Content from @CraigSilverman
- 1. @CraigSilverman Adjunct Faculty, Poynter | Fellow, Tow Center for Digital Journalism | Founder of Emergent.info Creating & Curating Trusted Content
- 2. Three Crash Courses 1.Creating credible content 2.Verifying digital content. 3.Quashing rumors.
- 6. 1. Hallmarks of Credible Content
- 7. Images: The Noun Project
- 8. Hallmarks: Human • In voice and tone. • Use simple language. • Easy on the SEO and keywords. • Attach it to a person. • Speaking, not reciting. Psyche designed by Julian Claus from the Noun Project Robot designed by Niels Gesquiere from the Noun Project
- 9. Hallmarks: Provenance • Who/what is it from? • Show your work: links, sourcing.
- 10. Hallmarks: Accountability • Feedback loop. • No scrubbing: changes are noted, corrections are added and errors are acknowledged. • Comments are responded to.
- 11. Correction: An earlier version of this article claimed that journalists at Bloomberg Businessweek could be disciplined for sipping a spritzer at work. This is not true. Sorry. We must have been drunk on the job.
- 12. Hallmarks: Polished • No typos. • Proper formatting. • No broken links. • Images load properly. • Embedded content works. Okay designed by Milky - Digital innovation from the Noun Project
- 14. 2. Verification
- 15. Principles of Verification • Identify the original source. • Confirm date and time. • Confirm content of the information. • Research similar events, content. • Seek additional sources. “How do you know that?” • Triangulate all collected information. • Communicate and collaborate.
- 17. Evaluate the Account & Person •Check when account was created •Be suspicious of brand-new accounts •Analyze the network •Friends, followers, conversations, retweets •What do they usually tweet/post about? •Where do they say they are? •Evaluate tweets/posts before and after
- 18. Check Outside Social Media •See if you can find other accounts online with the info you have. •Use Spokeo, Pipl, WebMii for searching the name. •DM them, get on the phone, Skype
- 19. Check the Content •Get details and additional corroboration from people, images, etc. •Are others reporting this incident or event? •If so, what sourcing are they using?
- 25. Shell hoax
- 26. Verifying Photos & Video •Check exif info: regex.info/exif.cgi •Check history of photo with reverse image search: TinEye, Google Images
- 28. Verifying Photos & Video •Reference locations against maps and existing images from the area • Check: Clothes, buildings, language, license plates, vehicles, etc. •Examine weather reports, shadows to confirm conditions shown fit date and time
- 29. Verifying Photos & Video •Review the uploader’s history/location •Are there images before and after you can compare to? •Get the uploader on the phone or Skype to talk about the image •Beware of the amazing shot in a breaking news situation, or directed at you: People want to troll brands.
- 30. Debunker Toolkit • VerificationHandbook. com • Skype/Phone • Reverse image search • EXIF reader • Google Maps/Earth • Who.is • Spokeo, Pipl.com,WebMii.com • Twitter Advanced Search • YouTube Data Viewer • gramfeed.com Links: https://bitly.com/bundles/silverman/3
- 33. P&G Rumor • Started in 1980s • 15,000 phone calls a month to the company. • Reaction: Truth Kits sent out to churches, engaged a media relations campaign, sued.
- 35. “[W]e are fundamentally social beings and we possess an irrepressible instinct to make sense of the world. Put these ideas together and we get shared sensemaking: We make sense of life together. Rumor is perhaps the quintessential shared sensemaking activity.” — Nicholas DiFonzo, author of “The Watercooler Effect: A Psychologist Explores the Extraordinary Power of Rumors.”
- 36. Rumors emerge in situations of uncertainty, fear, or lack of information. Lake Monster Attack designed by Luis Prado from the Noun Project
- 37. “The most common recommendation for reducing rumours is to reduce uncertainty. This goal can be achieved by providing accurate and timely information and having open channels of communication.” — Rumor Psychology
- 40. Managing Rumors • Lay the groundwork: regular, credible communication. • Move quickly. • Be definitive, be positive. • Offer an alternate narrative. • Find a trusted source: Truth Kits. • Use humor when appropriate. Whisper designed by chris dawson from the Noun Project
- 41. Remember • Credible content is all checkmarks and no flags. • Be accountable for what you publish, give credit where it’s due, and be responsive to feedback. • Verification requires you to check the source and the content. • Don’t rush to be wrong. Communicate and collaborate. • Rumors emerge in contexts of uncertainty. Ongoing, credible communication lays the groundwork to respond. • Be fast, be clear, use third parties when you can. Build trust and create connection through your content.