Las Fake News pueden detonar desprestigio o crisis de credibilidad

Esta es una de las principales conclusiones del estudio Impacto de las Fake News en la reputación corporativa, realizado por AB Estudio de Comunicación, mismo que fue presentado en el PR Tuesday, reunión mensual para miembros de la Asociación de Agencias Profesionales de Relaciones Públicas, PRO-RP, de la cual forma parte nuestra empresa, el 11 de febrero.

“Un 86.9% de los expertos reconocen que las fake news tienen un impacto notable en la reputación de las organizaciones, que puede derivar en desprestigio y un 71.6% de los especialistas consideraron que este tipo de fenómenos tiene el potencial de detonar una crisis de credibilidad en las empresas”, dijo Jorge Cervantes, coordinador del estudio.

Los efectos negativos, de una crisis de fake news no solo son reputacionales sino también pueden saltar al ámbito económico. Los especialistas en comunicación consideran que en un 34% de los casos podría llegar a haber una afectación a las ventas y se teme que incluso estima que en un 17% se pone en riesgo la firma de contratos”, aseguró Manuel Alonso, presidente y director general de AB Estudio de Comunicación.

Para el mencionado estudio se tomó la opinión de más de 300 comunicadores. Se realizó con la colaboración de la propia PRO-RP, de la Asociación Mexicana de Comunicadores (AMCO), de la Academia Mexicana de la Comunicación (AMDC) y de MERCO medidor de reputación corporativa.

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