A recent study from Statistics Canada found that only 47% of Canadians report high levels of trust in the media. The study uses data from the Survey Series on People and their Communities, and was released this summer.

Other key findings from the report include:

• 6 in 10 Canadians are highly or extremely concerned about the presence of misinformation online, and those individuals are much more likely (69%) to fact-check their news from more than one source.
• People who are more concerned about online misinformation are less likely to have confidence in different institutions like police, courts, school systems, parliament, banks, and major corporations.

So what does this mean for your organization as you work to advance your goals?

Strong, clear, and concise communication is key – Do not let your key message get watered down or miss the mark.

Call it out fast – If you’re on the receiving end of misinformation – say so, clearly and quickly. “It’ll blow over” isn’t a plan, and misinformation will linger if not dealt with.

Make your key message easily accessible – Not only on your website and social media but also ensure your leaders and team members are on point in media interviews and everyday conversations.

A bright spot in the report is that 69% of people who are concerned about misinformation are attempting to fact-check their news from more than one source. These Canadians are thinking critically about the information they are consuming and are being cautious about being fed false narratives. As an organization, there’s an opportunity for you to make their lives easier by clearly & quickly communicating whenever misinformation comes into play.