The Modern-Day Challenges of Public Information Officers

As a Public Information Officer (PIO), every day brings its own unique challenges. But let's be real: thanks to the ever-evolving world of technology, social media, and the rise of "chismosos" (you know who you are), managing media and public relations has become a near-impossible balancing act. Gone are the days when clear, concise press releases or official statements could effectively shape the narrative. Now, we’re playing whack-a-mole with misinformation, viral theories, and outright lies—often in real-time.

Take this weekend’s LA fires as an example. Our hearts go out to everyone affected, but social media has been a whole other firestorm. I’ve seen more conspiracy theories in the past 48 hours than an episode of Ventaneando with Paty Chapoy. Here are just a few gems floating around:

• Gavin Newsom orchestrated the fires to clear out all the homeless.

• LA’s secretly prepping for a “smart city” transformation and needed to clean up the area.

• Even P. Diddy is allegedly burning down evidence.

And that’s just scratching the surface! Social media platforms amplify every hot take, half-truth, and outright fabrication until the actual facts are buried under a mountain of chisme. By the time official sources release accurate information, the public has already latched onto the most sensational—and often completely false—narratives.

This is the reality communicators face today. The stakes are high, and the pressure to respond—accurately, quickly, and compassionately—has never been greater. We’re not just battling wildfires or natural disasters; we’re fighting a parallel battle against "chisme fires" on social media.

It’s a tough job, but somebody’s gotta do it. To all my fellow communicators out there, juggling press briefings, social media monitoring, and myth-busting—more power to you! Keep putting out those chisme fires with integrity.

And to everyone else? Maybe double-check before sharing that viral TikTok. Let’s work together to keep the public informed—not inflamed.