Sorting the truth from misinformation in the 24⁄7 age

Friday, July 27, 2007

The challenge is to sift through the messages and separate fact from fiction, spin from reality and information from opinion to arrive at a true understanding and knowledge.

The danger is that as we become bombarded with information or begin to limit our intake to only those sources with which we agree, we might begin to repress information or, worse, construe a false reality.

Those working in public relations, marketing or any type of communications field should be acutely aware of the fine line they tread as they craft their message — to maintain both the validity of their information as well as the public’s trust. To get communicators thinking about how they go about their work, PRISM, the organization of Public Relations Individuals of Southern Maryland, is bringing journalist and author Brooks Jackson to its August meeting to discuss his latest book, ‘‘UnSpun — Finding Facts in a World of Disinformation.”

The book’s target is not to attack mere puffery, Jackson writes in his introduction, but rather ‘‘outright dishonesty, misrepresentation and a lack of respect for facts. We see these far too commonly today in politics and business alike.” His goal is to provide readers with tools for recognizing and avoiding spin, and finding solid facts. I believe it is a goal that PR and marketing professionals alike should embrace if they value their personal and professional integrity and ethics.

Jackson is a Washington, D.C., journalist who covered national politics for 34 years, reporting for CNN, The Wall Street Journal and the Associated Press. At CNN, he pioneered the ‘‘adwatch” and ‘‘factcheck” formats, which debunked false and misleading political statements starting with the presidential election of 1992.

He is the author of two previous books: ‘‘Honest Graft: Big Money and the American Political Process” and ‘‘Broken Promise: Why the Federal Election Commission Failed.” His most recent book, ‘‘UnSpun,” is co-authored by Kathleen Hall Jamieson. The co-authors are editors of www.FactCheck.org, which is the winner of two 2007 Webby People’s Voice Awards. The Web site has also been chosen twice as one of Time.com’s ‘‘25 Sites We Can’t Live Without.”

‘‘One message I have is that the news media do a poor job of helping voters and consumers sort out the deceptive claims from the solid evidence,” said Jackson. ‘‘The book makes the point that it’s up to us — the consumers and voters. The good news is that the Internet, for all the garbage and nonsense it contains, is a powerful tool for getting good information, if you know how to use it. And we tell you how.”

Those attending the PRISM meeting may bring their own copies of Jackson’s books for him to sign. His most recent book will be available at the event to purchase.

PRISM will meet at noon Aug. 16 at the new Hilton Garden Inn, 13100 Dowell Road, in Calvert County. To RSVP, contact Kim Flynn at Flynn@navmar.com or 301-863-7980. The cost is $12 for members and $15 for nonmembers.

Besides connecting marketing and public relations professionals, PRISM provides learning opportunities to help its members reach professional and personal goals.

Final touches are being completed for the organization’s third annual workshop, which will be held Oct. 18 at the College of Southern Maryland’s Leonardtown campus. This year’s presentations will focus on how to help nonprofit organizations with their promotional activities. Previous workshops have focused alternately on providing effective tips for small businesses to make the most of their marketing dollars and providing the basics for nonprofits to make the most of their PR efforts.

Karen Smith Hupp, the immediate past president of PRISM (Public Relations Individuals of Southern Maryland), is the director of community relations at the College of Southern Maryland. For information on PRISM, go to www.prismonline.info or contact Hupp at karens@csmd.edu or 301-934-7701.