Prevention through news verification to check its accuracy and cross-reference it with various sources, as well as communication training and a commitment to more educational and understandable information, are some of the measures proposed to combat the problem of fake news and misinformation in the beef sector. These measures were discussed during the webinar entitled “Fake News in the Beef Sector,” organized by Campus Provacuno in collaboration with the Vet+i Foundation.
At the event held this Tuesday, Javier López, director of the Spanish Beef Interprofessional Organization (Provacuno), and Alberto Berrocal, general director of the Communicating the Future-Alejandro Echevarría Foundation, analyzed the reality of disinformation, post-truth, and the tools to combat them. The dialogue was moderated by Juan Marcos Vallejo, general director of the Triada Communication and Public Relations agency.
In his opening remarks, Javier López noted that since its inception, Provacuno has worked to increase the visibility of the sector from a scientific perspective, thereby strengthening public trust and promoting professional pride.
For his part, Alberto Berrocal emphasized in one of his interventions that hoaxes, even seemingly harmless ones, leave a psychological mark on consumers, which undoubtedly affects the long-term perception of the sector.
The webinar, designed as a forum for industry professionals, university students, and science communicators, analyzed the impact of fake news and misinformation on the reputation of the beef sector and consumer trust. The issue was addressed through four thematic sections.
The first section focused on understanding the phenomenon by examining the characteristics of misinformation affecting the sector and how emotions are used to manipulate and generate distrust and fear in public opinion, while also analyzing its viral potential.
In the second section, Javier López and Alberto Berrocal discussed the impact on the sector, specifically the repercussions of disinformation on the livestock industry, the food supply chain, and the risks it poses to public health and food safety.
The third section was dedicated to how to respond to fake news and how to prevent it. In this regard, both experts agreed on the need to establish in-depth monitoring and analysis strategies to understand what is being said about the sector on social media and other digital platforms, interpret it within its context, and act accordingly.
The last of the four sessions focused on strategic communication to address this issue. Emphasis was placed on the need for all stakeholders to work together and forge alliances with the media to strengthen the sector’s credibility and reputation.
The event concluded with a question-and-answer session and a brief discussion on the sector’s future challenges and how to combat fake news.
You can watch this webinar again on Provacuno’s YouTube channel.
For more information: www.provacuno.es/campus-provacuno
