The International Communications Consultancy Organisation (ICCO) leads PR firms in combatting the spread of misinformation.

The International Communications Consultancy Organisation (ICCO) is partnering with The Trust Project to support The Council of Europe in tackling misinformation. The initiative unites membership bodies across the media, PR and communications.

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.

“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,” says Patrick Penninckx, head of information society, The Council of Europe.

The Trust Project, an international group of news organisations including the BBC, promotes standards of transparency. Group founder and chief executive Sally Lehrman says: “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.”

Massimo Moriconi, Europe president, ICCO, and chief executive of Omnicom PR Group Italy, says: “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.”