Edelman launches global Counter Disinformation Unit

Edelman’s new Counter Disinformation Unit has been established to combat the threat that information manipulation poses to global organisations.

The global team will work to help clients navigate mis- and disinformation threatening their operations, reputations and stakeholder trust.

The new department sits within Edelman’s crisis management offering.

Edelman said the Counter Disinformation Unit would take “an integrated approach”, using  risk mapping, digital strategy and data analytics to prepare for, contest and rebuild from disinformation threats.

The unit will also work with external partners to provide up-to-date intelligence and analysis which help understand evolving threats – including AI and machine learning solutions for mapping complex networks, detecting threats and identifying false narratives across both mainstream and fringe platforms.

The launch coincides with the release of the 2024 Edelman Connected Crisis Study, which identifies the rise of AI as the fastest-growing area of concern for communications executives, due to its potential to cause significant reputational damage.

Most prominent among the AI-related concerns are said to be the dual threats of mis- and disinformation, with 80 per cent of surveyed executives being concerned about the negative impact this is having on the reputation and, ultimately, the value of their business.

Overall, 78 per cent of executives say they recognise that AI presents a step-change in how their company needs to prepare and adapt to crises, yet fewer than half are prepared to anticipate, identify and manage these threats, Edelman found.

“While AI offers huge opportunities for business and society, it has also created a new era of reputational challenges that are unpredictable, sophisticated and fast,” said Julian Payne, global chair of crisis and risk at Edelman.

“We are seeing their impact in everything from deepfakes to misinformation-driven boycotts and the consequences of being unprepared are severe.”

The team will be led by Nick Hope in both the UK and EMEA regions. Hope is the managing director of Edelman’s crisis and risk capabilities across EMEA. He took over the role from Duncan Gallagher in May following Gallagher's departure earlier this year.

Meanwhile, Simon Paterson becomes US head of the Counter Disinformation Unit. He previously served as senior vice-president of risk and crisis within Edelman’s New York office, having joined the agency as an associate director in its London advisory team in 2018.

Prior to his comms career, Paterson was a commissioned officer in the British Army, and brings “operational experience in information warfare and psychological operations” to his new role.

During these eight years, he served as the lead behavioural change planner in countering violent extremism, and delivered several key projects in support of cross-government objectives.

“Our Counter Disinformation Unit is a strategic priority at a time when the battle against information manipulation is more crucial than ever,” said Paterson.

“Our goal is to protect brands and organisations by ensuring truthful narratives prevail, while equipping audiences with the knowledge to navigate today’s complex media landscape.”

Dave Fleet, Edelman’s head of Global Digital Crisis, added: “It is no longer a question of if, but when, an organisation will be the victim of misinformation or disinformation – be that fake news online, politically motivated conspiracy theories, or another form of attack.

“The Counter Disinformation Unit is designed to help clients not just survive these challenges, but to get ahead of them and to emerge stronger.”