In today’s digital landscape, the line between reality and fabrication has blurred significantly. This shift has tilted the advantage toward those spreading mis- and disinformation, making it harder for brands to protect their reputations. Jonny Bentwood, the Global President of Data and Analytics at international PR agency Golin, eloquently articulates the challenges brands face in combating harmful fake narratives, and explains how Cyabra enhances Golin’s capabilities to protect clients’ reputations.
The Rising Threat of False Narratives
“The real problem we have nowadays is that it becomes so easy to create fake content,” Jonny points out. He continues to explain that this proliferation of false narratives can severely damage a brand’s reputation, often leading to crises that are entirely unfounded. With consumers as well as potential customers spending more time online than ever before, and receiving most of their information from unofficial channels, brands must navigate a complex environment flooded with mis- and disinformation.
“There have been so many situations where brands are caught up in a situation where misinformation is damaging their reputation – but it’s not really happening,” says Jonny, explaining how fake profiles can amplify crises, making them appear much worse than they are. For Jonny and Golin, the evident conclusion was that this reality necessitates robust solutions to combat these challenges.
Cyabra: A Game-Changer for Golin
Golin’s partnership with Cyabra has transformed the agency’s approach to data analytics and crisis management. Jonny states, “Now that we’ve got Cyabra as part of our data stack, we have unlocked opportunities that we weren’t able to do before.” Cyabra’s AI-powered platform acts as an early warning system, enabling Golin to stay ahead of potential threats before they escalate.
Jonny highlights one of Cyabra’s standout features: the ability to identify fake narratives and uncover the authors behind them, determine whether they are real or fake, and adjust response strategy accordingly. “Chopping the head off the snake right at the beginning because we know the author is the most crucial part of this,” Jonny says, and follows up with several examples of fake profiles spreading and amplifying disinformation during crises. Referencing Cyabra’s authenticity detection and its ability to confidently identify real and fake profiles in online conversations, Jonny explains that this proactive approach allows Golin to mitigate the impact of misinformation effectively.
The Importance of Early Detection
Jonny stresses the significance of early detection in the fight against misinformation: “We’re never going to be able to stop fake content being out there; it’s whack-a-mole.” The focus, he explains, should be on recognizing when misinformation reaches a tipping point, at which point it can start spreading through legitimate channels. With Cyabra, Golin has gained not only the ability to detect false narratives, but also the confidence to address them decisively.
“Being able to say ‘this is fake and this is real’ is not something that was in our capabilities before,” Jonny says. The partnership with Cyabra has provided Golin with a much-needed arsenal to combat the rising tide of disinformation effectively. As brands continue to grapple with the challenges posed by fake narratives, having a reliable ally like Cyabra is invaluable.
Authenticity & the Future of Brand Reputation
As Jonny Bentwood aptly summarizes, “If we’re going to protect the reputation of a brand, making sure that we understand what is fake and what is real is critical.” The integration of Cyabra into Golin’s operations is not just a technological upgrade; it represents a commitment to safeguarding brand integrity in an increasingly hostile digital environment. With Cyabra at their side, Golin is well-equipped to navigate these challenges and protect their clients’ reputations with confidence.
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Golin is a global PR agency with over 1700 employees across more than 50 offices worldwide. At the beginning of 2024, Golin partnered with Cyabra and has since regularly used Cyabra’s solutions to help protect Golin’s clients against online attacks and safeguard their reputation online. Follow Golin and Jonny Bentwood on LinkedIn.
