Marketing in a "Fake News" Environment
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There was a time when a reporter’s job was to seek out the facts of a story without consideration of personal opinion. That ethic to be fair and balanced is being replaced today by click-bait social media conjecture and “advocacy journalism”. It could be argued that we’ve entered the “fake news” era. The result is a marketplace lacking trusted information sources and full of skeptical consumers. In this session, communications strategist Maury Giles and veteran destination marketer David Lorenz will chart ways to break through the clutter of ill-informed and ill-intentioned “fake news” that too often unfairly damages the reputation of a destination. We will discuss marketing and communications strategies to get ahead of the issue before it happens and to respond to the impact afterward. Attendees will be invited to share issues and seek out advice.