Organised lying and professional legitimacy: public relations’ accountability in the disinformation debate

The role of the public relations industry in the disinformation debate has been largely overlooked, while an emphasis has been put on the responsibilities of platforms, media organisations and audiences to monitor content and eliminate fake news. In contrast, this article argues that disinformation and fake news are well-established tools in public relations work and are implicated in the current crisis. Drawing on an exploratory study of UK industry publications about fake news and disinformation, the article shows that public relations has addressed disinformation as a commercial opportunity and a platform for demonstrating professional legitimacy. Industry narratives position professional practice as ethical, trustworthy and true, while simultaneously ‘othering’ dubious practices and normalising ‘organised lying’. The article concludes by arguing that the fight against disinformation must take seriously the impact of public relations, if it is to be effective.