Case Study:

IFA

Publishing unchecked information

In June 2024, a fake press release was circulated to the media claiming the president of the Irish Farmers’ Association (IFA) had resigned over the European Nature Restoration Law vote. The intent behind the hoax was to create political disruption.

Although the misinformation was quickly debunked, several local news outlets initially picked up the story, highlighting the risk of unchecked information spreading. News outlets that report such unverified claims could also face accountability (and potential legal) issues, underscoring the importance of proper fact-checking within newsrooms.

To get a journalist's point of view on this incident, we spoke with experienced reporters Marty Guerrero, Greg Mills and Sue Poremba.

Marty Guerrero
Former Producer, CBS, CNN

Verification Protocols

Marty Guerrero, a former producer for CBS and CNN, noted that rising misinformation has led to heightened skepticism of press releases. Guerrero emphasized that relationships with trusted sources play a vital role in determining the credibility of news items.

“Because of the rise of misinformation, I am more skeptical of press releases that don’t come from agencies with which I have a working relationship. Agencies such as local police or fire departments are more credible compared to obscure nonprofits or groups.”

This relationship-based approach has shaped her previous newsroom verification protocols as well, requiring independent confirmation of stories before they’re aired.

“Stories that appear straightforward, like a press release about someone stepping down, can have serious repercussions if they turn out to be false. Now, I seek at least two independent confirmations and am less inclined to trust a press release at face value.”

The Need for Diligence

Greg Mills, a retired news anchor and journalist with more than 42 years of experience, has observed the erosion of rigorous journalism standards with concern. “With a surge in pseudo-news outlets and unvetted information, I worry about how much diligence is actually applied,” Mills remarked, pointing out that many in media today lack the training necessary for responsible reporting.

Reflecting on the foundational responsibility of journalists, he shared, “In my career, accuracy was always paramount. My aim was to present facts correctly to avoid causing harm or triggering legal concerns for myself or my employer.” Mills reinforced that journalists must uphold a high standard of verification and vigilance, even in an era where the news cycle often prioritizes speed over accuracy.

Personalization Matters

As an experienced writer covering cybersecurity for publications such as Dark Reading and Cybersecurity Dive, Sue Poremba is selective about the press releases she engages with. "I’m selective with the releases I review, and I filter out those that aren’t relevant to my coverage areas or that end up in my spam filter,” Poremba explained. For her, relevance and trust are essential; she avoids releases from unfamiliar or questionable sources.

She also underscored that how press releases are sent matters; she finds that personalized outreach signals credibility: “Generic press blasts tend to be less trustworthy,” Poremba noted, adding that being addressed by name indicates the sender has done their research - a step that stands out and adds legitimacy in her view.

Greg Mills
Retired News Anchor

Sue Poremba
Cybersecurity/Technology Writer