In a bold response to the rising tide of disinformation and disinformation affecting the global business and political landscapes, Edelman is proud to announce the launch of its Counter Disinformation Unit. This dedicated global team is designed to assist clients in navigating these challenges, safeguarding their reputations, and enhancing their crisis response strategies.

The unveiling of the Counter Disinformation Unit coincides with the release of Edelman’s 2024 Connected Crisis Study, which highlights the escalating volatility in the reputation risk landscape faced by organizations today. This comprehensive report underscores the persistent nature of crises that threaten businesses across the globe.

The study reveals a significant shift in executive concerns, with a transition from pandemic-related issues to a focus on global elections and societal challenges, as nearly two-thirds of surveyed executives feel unprepared to engage in discussions around social equity, inclusion, and geopolitical matters. Additionally, the rise of artificial intelligence has emerged as a primary concern for business leaders, particularly regarding its potential to inflict reputational damage.

A substantial eight in ten executives express apprehension about the negative impact of AI-driven dccisinformation and disinformation on their organizations, especially given the rapid emergence of such threats. Despite 78% of executives recognizing that AI represents a transformative shift in crisis management, fewer than half feel adequately prepared to anticipate, identify, and respond to these emerging risks.

Edelman’s Counter Disinformation Unit aims to bridge this preparation gap, providing clients with the tools and insights necessary to confront the evolving landscape of disinformation head-on. Through a combination of strategic guidance and proactive crisis management, Edelman is committed to helping organizations thrive amid uncertainty.