Luis Barredaaccount manager at PROA Communication and member of the Advisory Board of the Communicating the Future Foundationwas in charge of moderating the second round table of the conference on disinformation held at the Madrid AthenaeumThe event was part of a series of meetings organised by the foundation itself and the Information and Communication section of the Athenaeum.
The session brought together leading professionals in the field of communication: Carolina MiyataProdigioso Volcán, executive managing partner at Prodigioso Volcán; Alberto Fernández ParrónDirector of Communications at MSD Animal Health; and Amaia CelorrioDirector of Communication of the Spanish Committee of UNHCR. During the meeting, the effects that disinformation has on reputation, corporate culture and public trust in companies, institutions and third sector organisations were discussed.
The speakers agreed that misinformation has become a growing risk factor, the speed at which it spreads often exceeding the organisations' capacity to react. They also stressed that combating misinformation requires a cross-cutting approach that does not depend solely on communications teams, but involves the entire internal structure and reinforces companies' ethical commitment to truth and transparency.
Among the ideas shared, it was underlined that media, social networks and artificial intelligence are part of both the origin and the possible solution to the problem, and that media literacy should be a regular training tool for employees and managers.
From PROA Communication is committed to continue promoting spaces for dialogue and analysis on the main challenges of contemporary communication, convinced that only with a professional, rigorous and proactive response will organisations be able to differentiate themselves in terms of reputation, social responsibility and corporate culture in an increasingly complex environment.