During the crisis – communicate swiftly

Core values are the common values and principles that govern how an organisation works and makes decisions. For public-sector actors, it is particularly important because it is based on democratic principles such as openness, integrity and accountability. In crisis, core values can be a target for antagonistic foreign powers wishing to destabilise society through disinformation, misleading information and propaganda.

Protect core values with crisis communication

The objective of malign information influence may be to try to undermine the organisation’s values. A strong defence against this can be to clearly show who you are and what you stand for as a public-sector actor. Building crisis communication based on its core values, an entity’s message will not only more credible, but also more resilient.

• Live the core values – Ensure that it pervades the organisation’s work before a crisis strikes.
• Communicate openly and clearly – Reduced uncertainty reduces scope for influence to take hold.
• Own the narrative – By actively communicating the organisation’s purpose and values, you can reduce the risk of someone else defining you.

In times of crisis, we seek understanding. We want to know what has happened, why it has happened and its implications for us. At the same time, authorities and other public-sector actors are working hard to investigate the incident and produce accurate information. This time window can create an information vacuum on social media, where rumours, conspiracy theories and disinformation can rapidly flourish. In an escalating incident, it is good to signal as early as possible that you are working on the incident, to reduce the number of questions. Provide regular updates, even if there is no new information.

When emotions control what we share

Research shows that the most widely disseminated content online is that which evokes strong emotions, especially anger and concern. It triggers engagement and sharing, often without prioritising fact-checking or source criticism. In emotionally charged situations, information is not always shared because it is true, but because it confirms our feelings, values or sense of belonging. This behaviour is amplified by social media algorithms, which boost content that generate reactions. The more polarising or upsetting a piece of news, the more likely it is to spread –true or not.

Crises – an opportunity for antagonistic foreign powers

Foreign powers use this pattern to sway public opinion in Sweden. Through disinformation, misleading information and propaganda, they attempt to:

• Amplify polarisation and division in society.
• Steer reactions by playing on strong emotions.
• Influence people’s perceptions, decisions and behaviours.

In a crisis, you can use short and simple messages so that your target groups do not become part of deliberate dissemination of misleading information. The Psychological Defence Agency has produced material on the “Don’t be fooled” campaign page (Link to another website) External link. which you can use.