Recently, public and private companies have been thrust into a radically new era of communication management. This is the result of the increasing influence of small but vocal activist groups, micro-influencers, and semi-viral storylines within niche online communities, which now have more sway over companies and their strategies. 

The consequences of this shift can be profound and far-reaching.

Why? Companies have been implementing risk management plans without targeted, contextualized research and analysis that details where online conversations are happening (on which platforms, forums, or communities), who is swaying them (influencers, foreign governments, or competitors), the potential business impact, and why it matters (perhaps those voices don’t). 

Let’s dig into a current example. The flurry of news surrounding Robby Starbuck garnered global attention due to its contentious nature and because it highlights a deeper, more troubling issue for public and private companies today.

Starbuck, who is known for his activism surrounding his views on DEI, has built a degree of online influence. He leverages his platform to challenge and criticize various companies' DEI policies and uses his voice to call for change. Many of the corporations he’s targeted have been unprepared for public scrutiny in the press and on social media. As a result, they have often buckled under pressure without realizing that data can tell them whether there is any business impact externally, or if the risk is low and it’s just an internal distraction. Organizations can, and should, use data to  understand whether certain movements pose a risk to their consumer trust, sales, shareholder value, compliance or regulatory efforts, or employee retention.

We see new examples every week that demonstrate that individuals, cultural movements, and motivated actors can dramatically shape public opinion and potentially harm brand and reputation. In recent years, the balance of power has shifted, and companies are at the mercy of online voices that can quickly ignite negative chatter and public backlash. Consequently, the stakes are higher than ever, particularly for CCOs and their communications teams. These evolving challenges have expanded their roles far beyond traditional communications management, making early detection and signals of risks to brand reputation, license to operate, customer loyalty, and regulatory compliance more critical than ever. 

To withstand the growing ubiquity of disinformation, information weaponization, and social media manipulation, communications professionals must constantly scan for potential crises on the horizon. However, many struggle with proactive risk mitigation due to a lack of visibility and deep insight into their vulnerabilities; they are often overwhelmed by data, unable to discern what truly matters and where to focus their efforts. What’s more, the cost of insufficient measures or inaction is significant: reputation management caused by disinformation and social media manipulation costs brands an estimated $9.54 billion per year. That number balloons to $78 billion annually when you factor in financial, public health, and stock market misinformation.

Given these challenges, communications teams must stay ahead of the curve by understanding and proactively addressing the most pressing risks to their brands. Based on Alethea’s extensive research and work with Fortune 1000 companies, nonprofit organizations, high-profile executives, and beyond, we have identified the key concerns facing communications functions across the spectrum: 

• Brand and Reputation Damage: Disinformation and social media manipulation can swiftly tarnish a brand's reputation, leading to public mistrust, loss of credibility, customer dissatisfaction, and lasting harm to the brand's image. 
• Lack of Decision-Making Context: Misinformation can obscure critical facts or details, leaving leadership without the necessary context to make educated decisions that may or may not affect a business. Stakeholders care about the content, narratives, and conversations that most impact mission, goals, and target audience—not just what is trending on social media. This can result in flawed risk management and communications strategies.
• Politicization: False political associations, endorsements, or becoming a campaign talking point can put companies at risk of becoming caught in political crossfires or can raise regulatory flags. Businesses must understand the implications of being mentioned in political discourse and how key regulators may interpret or respond to these associations. 
• Loss of Consumer Loyalty: Disinformation can erode consumer confidence, especially on hot-button social and political issues, resulting in decreased loyalty, sales declines, and even organized boycotts based on false information. Yet, before a company acts, it should know if negative chatter is associated with its consumer base.
• Regulatory Challenges and Loss of License to Operate: Companies affected by misinformation or disinformation may face increased scrutiny, fines, or restrictions from regulatory bodies based on false narratives or perceived corporate activity and behavior. 
• Employee Safety and Security: Disinformation and social media manipulation can incite targeted harassment and threats against individuals within an organization, endangering employee safety and creating a hostile work environment. 

Recognizing the urgency and potential consequences of these risks, communications teams of public and private organizations have turned to Alethea’s Artemis to monitor, detect, assess, and mitigate online threats. By reading between the lines and identifying what’s most important, Artemis can transform passive listening into active risk management.  

 The Value of Alethea’s Artemis for Communications Professionals 

Driven by artificial intelligence (AI) and machine learning (ML), Alethea’s platform Artemis leverages unique data sources across the open web to provide unparalleled insights into online risks, disinformation, and threats across the entire online ecosystem. The platform monitors mainstream channels and lesser-known online spaces where harmful narratives often originate. 

Artemis provides communication functions with essential tools: comprehensive coverage, actionable insights, rapid response capabilities, and strategic context, enabling them to stay ahead of attacks and guide the C-suite in proactive risk mitigation. The platform also helps communications professionals understand what matters most: where threats are coming from, who is behind them, and how to mitigate their impact.

Disinformation and online manipulation are persistent challenges that will only escalate. Consequently, investing in advanced threat detection is not just a strategic choice but a necessity for communications professionals aiming to protect their organization's messaging and public perception. Organizations that spot threats early and monitor beyond mainstream media will save significant time, money, and resources. The lessons from Robby Starbuck’s activism and other recent corporate disasters are clear: proactive risk mitigation, supported by deep insights, is crucial for preserving company integrity and stability. 

Protect what matters. Get in touch with us to learn more or book a demo here.