Fake News and Its Impact on the Reputation of Mining Firms: A Public Relations Perspective in Ghana

Abstract

Fake news has emerged as one of the most pressing challenges for corporate reputation in the digital era. In Ghana, mining firms are especially vulnerable due to their visibility, socioeconomic importance, and the rapid spread of misinformation across social media platforms. This study examines the impact of fake news on the reputation of mining firms and explores the strategies public relations (PR) professionals employ to manage such crises. Drawing on Situational Crisis Communication Theory (SCCT) and Image Restoration Theory (IRT), the study adopts a qualitative exploratory design and uses semi-structured interviews with PR practitioners in selected mining firms. The findings show that fake news typically focuses on environmental practices, corporate social responsibility, and employment issues, often amplifying pre-existing community concerns. Its effects are multi-dimensional, leading to reputational harm, strained stakeholder relations, operational disruptions, and financial costs. PR professionals respond with defensive, accommodative, and relational strategies, though their efforts are constrained by the speed of digital virality, limited media literacy, and entrenched mistrust. The study concludes that building reputational resilience requires proactive, transparent, and evidence-based communication, supported by strong stakeholder engagement and professionalised PR practice. These insights enrich the application of SCCT and IRT in Ghana’s context and provide practical guidance for organisations navigating the risks of digital misinformation.