Navigating misinformation through Strategic Communication

Today, information warfare thrives in the fertile ground of social media, making it harder for people to know the truth. This is a serious problem for companies that are built on decades of trust and credibility. In this article, we’ll explore how companies can fight back against disinformation using smart communication strategies. I’ve used Herbalife India as an example – a company that has successfully navigated ever-changing media world and remained a leader in the direct selling industry for nutrition and wellness products.

Brands vs Misinformation

In our everyday lives, when we disagree with someone, we talk it out, listen to each other, and try to find common ground. This helps us understand each other better and avoid future arguments. But things are different in the world of brand communication. Here, misinformation spreads like wildfire through sensational content, eroding brand image and consumer trust within days. On social media, false information spreads through viral videos, shared messages, and eye-catching Instagram posts. By communicating effectively, brands can fix their image and win back customer trust.

Herbalife India started its operation in the country 25 years ago and currently holds No.1 global position across 90+ countries. The direct selling industry in India is highly competitive. As per a list on Direct Selling Entities by Department of Consumer Affairs (DoCA) published in 2020, there are over 456 registered companies. With so many players, it's even more important to stand out with clear and truthful information, just like Herbalife does.

Our communication team has dealt with 27 such cases last financial year in India. With 28 states, 8 union territories over 800 districts, and 22 languages, India has a vast and diverse media landscape. False information travels through many different channels – newspapers, TV, news portals, and social media. This makes it challenging to control rumors, especially in smaller towns.

According to a study by Massachusetts Institute of Technology (MIT) researchers, fake news travels 10 times faster than legitimate news stories. This means a well-planned communication strategy is a necessity, especially for a global brand like Herbalife that's been trusted for over 40 years.

A Measured Response
Experts in strategic communication as well as frontline practitioners need to take measured steps to manage the issue swiftly and stop the spread of dis-information with the power of targeted communication strategy. Time is of essence. The longer we wait to respond, the wider the misinformation can spread. Herbalife counters information warfare usually within a week’s response time.

We constantly monitor online conversations to identify false information about our brand. It’s crucial to separate fact from fiction but we pick our battles wisely. The most intense content, like viral videos, takes priority. Knowing the location becomes our key advantage, allowing us to map readership in that region. By geo-locating where misinformation spreads, we target communication efforts.

For example, in December, a protest video accusing one of our distributors of bad practices surfaced on Facebook in Tanuku, Andhra Pradesh. It wasn't a viral video, but it was spreading within our network. To fight back, we used "geo-fencing" to identify local media outlets within a 50-kilometer radius. We knew people in that area mostly read newspapers, so we shared news about our partnership with Shoolini University to launch India's first management program in Direct Selling in local newspapers. This highlighted how we're creating jobs, economic growth, and entrepreneurs through education in direct selling. This strategy resulted in over 10 positive stories in leading local Andhra Pradesh newspapers, effectively countering the negativity in the district.

Similarly, in March, a local news channel CTV in Chikkaballapur, Karnataka aired a false story about a 4-year-old dying after consuming our Dinoshake. The child's parents blamed the product, but after investigating, we learned the child had a history of heart and neurological issues. We mapped the district and ran positive news on C-Bangalore, a local cable network, highlighting how our nutrition clubs, beyond products, provide a supportive community, expert guidance, and a holistic approach to wellness. When fighting misinformation locally, choosing the right media outlet is important. Local channels often have better reach than national ones. In this case, C-Bangalore's reach helped our message cover over 23 districts in Karnataka, including Chikkaballapura.

Speed is critical, so pre-developed communication strategies and content are essential. However, defense alone isn't enough. Once we identify the right media outlets, we equip them with our story – quickly. Herbalife’s true strength lies within a network of millions of brand ambassadors – our associates and loyal customers. They spread the message of truth and positivity. Finally, we learn from each case. Feedback from sales teams and associates helps us refine our strategy and stay prepared for the ongoing fight against misinformation.

Reaching the right audience

As the way people consume news evolves with rapid changes in algorithms and communication channels, strategically combining earned and paid media allows us to access new channels and enable targeted outreach. At Herbalife, we combine social media, traditional media like newspapers and TV, sponsorships, working with governments on public issues, and communication about our Corporate Social Responsibility (CSR) efforts. By using all these tools together, we've built a strong brand presence across the entire country, from big cities to smaller towns.

The Importance of Consistent Brand Messaging

Building trust starts with a clear and consistent brand message. This is especially important when fighting information warfare. Over the years, our goal has always been to be a leader in the industry. We achieve this by offering products tailored to local preferences and the needs of different customer groups. Our direct-selling model empowers individuals to become self-reliant, which is another core part of our brand message. This clear message acts like a bridge between our company and our customers. It helps them to understand who we are, what we stand for, and why they should care, making it easier for them to connect with our brand.

The fight against false information is never-ending. But brands can win this battle by using the right communication tools - constantly checking for misinformation, quickly sharing accurate information, targeting the right audience, and learning from each other.
By always being one step ahead, willing to change with the times, and keeping our customers at the center of everything we do, Herbalife has aced the ever-changing media landscape, building even stronger trust and loyalty.

Shivani Gupta is the Corporate Communication Lead at Herbalife.