Industry in Crisis: Exploring the Perceptions PR Professionals Have Towards Disinformation

This study examines how public relations professionals navigate the societal issues presented through disinformation. Findings from in‐depth interviews indicate that when it comes to sharing incorrect information, especially on social media, it has significant implications for the PR industry. The study highlights the complexity surrounding disinformation and the importance of establishing intent in distinguishing between misinformation and disinformation. Personal ethics guide professionals in creating truthful storytelling or strategic silence through proactive and reactive strategies to combat disinformation. The study also explores the type of responses used and demonstrates how both proactive and reactive strategies evolve and are executed in practice when dealing with disinformation. Taken together, a conceptual process model is offered as a means to extend theory building in disinformation.