The International Communications Consultancy Organisation (ICCO) and the Trust Project, together with the support of The Council of Europe, pledged to join different sections of the media in tackling misinformation following ICCO’s European Forum, held in Strasbourg on 1st June.
The pledge aims to engage a variety of membership bodies representing different sections of the media spanning PR & Communications, broadcast media, journalism, and online media. The pledge consists of ten commitments that focus on investing resources in the continuous education of employees, clients and audiences on information threats and trusted media sources.
The Trust Project is an international consortium of news organizations promoting standards of transparency and working with technology platforms to affirm and amplify journalism’s commitment to transparency, accuracy, inclusion, and fairness so that the public can make informed news choices. Their partners include The Economist, Il Sole 24 Ore, El Pais, El Mundo, the Washington Post and BBC, along with a broad range of other international and local news outlets.
Trust Project Founder and CEO Sally Lehrman said:
“The ability to trust news and information is essential for a functioning society. It is increasingly difficult for all kinds of stakeholders to know how to identify and dispel falsehoods that undermine reliable information. It’s hugely positive to engage PR firms, journalists and policymakers alongside our news outlets to acknowledge the importance of media literacy and commit to long-term programmes that strengthen support for news with integrity”.
The International Communications Consultancy Organisation (ICCO) is the voice of public relations and communications consultancies around the world. ICCO membership comprises 40 associations representing 82 countries across the globe. Collectively, these associations represent over 3,000 PR firms.
Massimo Moriconi, Europe President, ICCO and CEO Omnicom PR Group Italy said:
“To unite various media stakeholders around information threats is an important step. All sides must share a collective responsibility to educate. Without trust in media, PR cannot function. For PR agencies that means our staff, our clients, brands, influencers, government. At all experience levels, all regions, and all age groups, this is an ongoing challenge. I look forward to seeing more affirmative action across the media to continuously educate and raise media literacy internationally.”
The Council of Europe is the continent’s leading human rights organisation. It includes 46 member states, 27 of which are members of the European Union.
Patrick Penninckx, Head of Information Society, Council of Europe said:
“I was pleased to support this pledge on behalf of the Council of Europe with our partners ICCO. Misinformation is one of the greatest threats to society and PR firms in ICCO’s membership can play a huge role in influencing the dialogue and action on media education. The Trust Project represents the most reliable broadcasters and publishers and their work is already having an impact”.