UN’s next fake news initiative resonates with IPRA proposal


IPRA, the International Public Relations Association, reported earlier its opinion that fake news is an under-recognized challenge that inhibits achieving the various goals of the UN. This was a key finding of a global member outreach conducted by IPRA as its contribution to the UN75 dialogue. In its submission IPRA called on the UN Secretary General to declare a day annually to bring worldwide attention to the UN’s own Share Verified initiative. We are thus delighted to report that the UN is indeed doing just that.


Pledge To Pause

The UN is keen to encourage people to pause before they share any information because it may be misinformation. The UN Share Verified initiative fights fake news and the next step in this initiative is Pledge to Pause. This seeks to change behaviour by creating a new norm for the way people share information online.


Follow the IPRA code and break the chain of lies

Now, more than ever, we need to think carefully about how we share news. Where has it come from? Is it fact-checked? Indeed does it comply with article 7 of the IPRA Code which covers accuracy? False and inaccurate information spreads from person-to-person. It hijacks our emotions, taps into our weaknesses, and tricks us into contributing to a chain of lies that causes harm. The UN is calling on us all to break that chain of lies.


What is the UN asking?

Very simply, on 21 October 2020, the UN is asking the world to Pledge to Pause before sharing information online. IPRA fully supports this as it resonates perfectly with its own suggestion of a Verified Information Day. IPRA suggests all its members take this pledge and that all members across the globe share the pledge with their networks.


The UN has created a briefing and a resources link with graphics suitable for social media to help spread the Pledge to Pause.

Background to IPRA

IPRA, the International Public Relations Association, was established in 1955, and is the leading global network for PR professionals in their personal capacity. IPRA aims to advance trusted communication and the ethical practice of public relations. We do this through networking, our code of conduct and intellectual leadership of the profession. IPRA is the organiser of public relations' annual global competition, the Golden World Awards for Excellence (GWA). IPRA's services enable PR professionals to collaborate and be recognised. Members create content via our Thought Leadership essays, social media and our consultative status with the United Nations. GWA winners demonstrate PR excellence. IPRA welcomes all those who share our aims and who wish to be part of the IPRA worldwide fellowship. For more see www.ipra.org     


Background to Pledge to Pause.

Pledge to Pause is the next step in a wider campaign launched in response to the global covid-19 pandemic called Share Verified. This campaign designed in collaboration with the United Nations and other civil society groups, seeks to provide content that cuts through the noise to deliver life-saving information, fact-based advice and stories from the best of humanity. For more see https://shareverified.com/en     




International Public Relations Association Secretariat

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