THE ROLE OF PUBLIC RELATIONS IN MANAGING BRAND REPUTATION IN THE AGE OF FAKE NEWS, A STUDY OF INDOMIE.

ABSTRACT The study examines the role of public relations (PR) in managing brand reputation in the age of fake news, using Indomie Noodles as a case study. In today’s digital environment, misinformation spreads rapidly through social media platforms, threatening the credibility of established brands. This research investigates how fake news affects consumer perception of Indomie and evaluates the public relations strategies adopted by the company to safeguard its reputation. A online surveying design was employed, combining quantitative data from 200 online respondents—comprising consumers and PR professionals—with qualitative insights from case-based analysis. Data were collected through an online questionnaire distributed via social media platforms such as WhatsApp, Facebook, and X (Twitter), and analyzed using descriptive and inferential statistics with the Statistical Package for Social Sciences (SPSS, version 25). Findings revealed that fake news significantly influences public trust and brand reputation in Nigeria’s fast-moving consumer goods (FMCG) sector. However, timely crisis communication, proactive digital engagement, collaboration with fact-checking organizations, and transparency in brand messaging were found to be effective in countering misinformation. The study concludes that public relations plays a pivotal role in maintaining brand integrity, rebuilding consumer confidence, and promoting resilience against digital misinformation. It recommends that organizations should invest in digital monitoring tools, continuous PR training, and media literacy campaigns to strengthen their response to fake news and safeguard long-term brand credibility. Keywords: Public Relations, Fake News, Brand Reputation, Indomie Noodles, Digital Misinformation.