Identification of the source
For starters, it is good to remember that WE ARE FIGHTING AGAINST THE INTENTIONS, NOT AGAINST THE MESSAGE.
There is no need to refute every piece of nonsense and respond to every comment on social media. Instead, in order to effectively defend ourselves, we need to understand this: disinformation is primarily used to spread influence. People who spread it use it as a tool to deliberately exploit your clients' vulnerabilities and prevent them from making informed decisions.
Therefore, the first step in combating disinformation is to understand its source. In our case, we have found that disinformation often stems from a misunderstanding of an organization's activities or, conversely, from a deliberate attempt to manipulate:
Misunderstandings and misinterpretations: some disinformation arises from misunderstandings by the public or the media of the organization's activities and objectives. Here it is more appropriate to talk about misinformation.
(For example, because of a misunderstanding of LOCIKA's activities, we often have to explain that we do not have the power to remove children from their families. It is always up to the courts to decide whether children should be removed from their families.)
Deliberate manipulation: there are also cases where false information has been disseminated deliberately to damage the organization.
(For example, we have to explain that the fact that the Centrum LOCIKA was founded with Norwegian funds does not really mean that we are the Czech equivalent of the Barnevernet[1]).
By identifying the source of the misinformation, you can better tailor your response and streamline efforts to refute it.
Proactive communication and positive narratives
One of the most effective strategies we have adopted is proactive communication. This includes:
Regular updates: we keep the public informed through regular updates on our website and social media.
Transparency: Being open about our activities, funding and results helps us build trust with our partners and supporters.
Creation of a central point to refute disinformation
Our website contains a special section, “Disinformation and LOCIKA,” that serves as a central point for debunking myths and providing factual information. On this page, we list the most common disinformation and misinformation and provide clear, verified answers that debunk these myths. If we communicate on social media and want to respond to frequently repeated misinformation, we can simply post a link to this web page. We also have already prepared and approved answers, which are often very sensitive and have to go through several rounds of approval. This saves our PR team's time and prevents us from getting into unnecessary stress.
Community involvement
Direct community engagement plays a key role in our fight against misinformation. We organize trainings and workshops, and participate in public events such as Zažít město jinak festival, Family Days, Mental Health Days, etc.
These gatherings help educate the public about our work and directly address any misconceptions. Providing a space for people's questions and concerns allows us to debunk misinformation in real time.
We have also recently started working with the Ambassador Program. We have had over 100 people from all over the country respond to our call to learn more about our work and spread awareness about Centrum LOCIKA and its materials in their communities as our ambassadors.
Cooperation with the media
Building relationships with the media is another key aspect of our strategy. This includes:
Press releases: Issuing clear and concise press releases about our activities and achievements.
Keeping journalists regularly informed and providing accurate information ensures proper coverage of our organization.
We regularly issue press releases that are aimed at refuting specific disinformation. We strive to establish the closest and most open relationship with journalists, encouraging them to speak up when they want to clarify, describe, or have doubts about something. We also facilitate communication with other professionals. It takes time, but it pays off in the long run.
Monitoring and responding to disinformation and misinformation
Monitoring the spread of disinformation and misinformation allows us to respond quickly and effectively. We use tools such as Google Alerts and monitor social networks to stay on top of it. As we increasingly engage in advocacy on the topic of improving the care system for at-risk children, we are seeing a lot of visibility and responses are increasing.
Our response strategy includes:
Immediate Response: responding to false information through official statements on our website and social media.
Myth-busting content: Creating content specifically aimed at debunking common myths about our organization or the issue we are addressing.
Social media posts to refute current misinformation
We regularly publish posts on our social media to refute current misinformation and disinformation. We use visual content such as infographics and videos to help communicate truthful information quickly and easily to a wide audience. Examples include the Myths and Facts series on corporal punishment.
Responding to frequently asked questions
We have an FAQ section on our website where we answer the most common questions and concerns. This way we debunk the most common hoaxes, disinformation and misinformation in advance. For example:
Do you want to deprive children of their parents? No, the LOCIKA Center was created precisely to help many parents maintain a good relationship with their children. We offer parents the opportunity to work on their problematic behaviors so that they can stay in touch with their children and still keep the child safe.
Are you covering for someone who has made allegations? We do not work under the orders of either parent, we work in the best interests of the child under a child welfare referral. This means that the child's needs and safety are our priority.
Are you the Czech equivalent of the Barnevernet? We are not a state authority or child welfare control body. We are a non-profit organization that helps children affected by domestic violence and their families. We do not have the power to remove children from their families. The court always decides whether children should be removed from their families.
Cooperation with donors
The disinformation about the funding from the Norwegian funds that brought the Centrum LOCIKA into existence is another example we have encountered. We try to explain that the use of grants is a transparent process that benefits our clients. We actively engage with donors and present the stories of our clients who have been helped by these funds.
Specifics of the Centrum LOCIKA's work
Protecting children's privacy: The Centrum LOCIKA places great emphasis on the protection of children's privacy. We cannot publicly respond to specific cases that are circulating in the media space because disclosing details may harm the children. The child is subjected to long-term stigmatization, which makes it difficult to resolve the case and negatively affects their future. In cases of publicized manipulation by one parent, children often face an intractable conflict of loyalty, which is a form of psychological abuse.
Handling the complexity of domestic violence cases: Domestic violence cases are often very complex and require a respectful, trauma-informed multidisciplinary approach, taking into account, for example, the identification of the child with the aggressor or cases of Munchausen syndrome by proxy. The Centrum LOCIKA works with the active participation of children, listening to their voices and adapting our services to their needs.
Confronting false accusations and manipulation: Some misinformation comes from parents dissatisfied with the development of the family situation. However, our aim is always to work in the best interests of the child, regardless of the personal interests of the parents. We work within the framework of child welfare and our priorities are always the needs and safety of the child.
Building a resilient organization
Last but not least, building a resilient organization capable of countering the impact of disinformation and misinformation is an equally important step. We therefore also focus on:
Staff training: Training our staff - especially those in the PR department - on how to deal with disinformation, misinformation and communicate effectively.
Crisis management: We do not underestimate the topic of disinformation and misinformation in any way and actively discuss it in meetings within the PR team and the Centrum LOCIKA management.
Conclusion
Disinformation and misinformation is a challenge faced by many organizations, including the Centrum LOCIKA. By understanding the source of misinformation, proactively communicating, working with the community and media, monitoring misinformation and building resilience, we have been able to effectively counter false narratives. We hope that our specific examples and strategies can provide useful information for other organizations facing similar challenges.
[1] Barnevernet is a state institution responsible for enforcing child protection laws in Norway. Barnevernet is tasked with intervening when children are exposed to neglect, abuse, violence, or other threats to their health and safety.
Author: Magdalena Černá
Background photo: Centrum LOCIKA
This piece was published in partnership with VIA Association.
