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    Disinformation 
    is now an 
    enterprise-level risk

    False, fast-moving, AI-enhanced narratives are more than a communications issue. In today’s information environment, they can quickly affect trust, governance, reputation and business resilience.

    Edelman’s Counter-Disinformation Unit helps organizations identify, assess and respond to these threats with speed, judgment and trust. Our work combines crisis expertise, counter-disinformation specialists, AI-augmented workflows, state-of-the-art detection capabilities and Edelman’s long-standing research into trust.

    Request a briefing

    Monitoring alone is not enough

    Today’s information environment moves quickly. AI-generated content, deepfakes, coordinated amplification, and polarized audiences can turn a rumor or false claim into a business-critical issue fast.

    Organizations need more than monitoring. They need to know what is credible, what matters, who may be affected and – crucially – how to respond in a way that protects trust.

    Edelman’s Counter-Disinformation Unit is an expert advisory team that helps organizations prepare for, understand, and respond to misinformation, disinformation, manipulated media, and other harmful narrative threats. 

    We support leaders before, during, and after high-risk moments, helping them make faster, better-informed decisions when trust is at stake.

    How we help

    Always-on resilience and preparedness

    Our experts partner with you to assess your exposure to misinformation, disinformation, and adversarial narratives, develop robust pre-emptive and counter-disinformation playbooks, run bespoke training and immersive simulations, and implement proactive disinformation mitigation strategies.

    Monitoring and signal interpretation

    Working with Edelman's in-house monitoring and analysis team, as well as specialist partners, we identify emerging narrative threats, suspicious amplification, deepfakes, manipulated media, and high-risk conversation shifts.

    Disinformation crisis assessment and response advisory

    Once a threat or issue is identified, our team – supported by proprietary AI tools and workflows – helps you assess its severity, rapidly develop and pressure-test your response strategy, and execute that strategy across channels and audiences.

    Defensive content development

    We develop content following counter-disinformation best practice to avoid amplifying harmful narratives. Our advice is informed by Edelman’s proprietary trust research, helping organizations understand not only what is being said, but what will build or undermine credibility with the stakeholders who matter.

    When organizations turn to us

    Organizations consult the Counter-Disinformation Unit when they are facing or preparing for:

    Gaps in crisis readiness or training relating to processes, roles, and decision-making for new kinds of narrative risks, misinformation, or disinformation.

    False or manipulated claims targeting an organisation, brand, or senior executive.

    Deepfakes, synthetic media, Coordinated Inauthentic Behavior (including bots), or suspicious online mobilization.

    High-stakes moments such as transactions, restructurings, leadership changes or other events that may trigger heightened political, social, or commercial risks. 

    Podcast

    Circle of Trust: Disruption, Disinformation & the New Enterprise Risk Landscape

    Oliver Hayes, Edelman’s Head of Counter-Disinformation for EMEA, speaks with Dmytro Bilash, Co-Founder and Chief Business Development Officer at Osavul, about the growing impact of adversarial narratives on major global corporations.

    Listen now

    .

    Insights and resources

    Explore Edelman thinking on misinformation, disinformation, AI-driven risk, crisis resilience, and trust in a volatile information environment.

    Our global leads

    Edelman’s Counter-Disinformation Unit brings together senior crisis, digital, geopolitical, intelligence, and trust advisors across markets.

    Lauren Greco

    VP, Crisis & Risk
    USA

    Oliver Hayes OBE

    EMEA Head of Counter-Disinformation
    UK

    Claas Gärtner

    DACH Head of Counter-Disinformation
    Germany

    Jaskirat Singh Bawa

    Senior Advisor, Risk & Issues Management
    India
    Request a briefing
    Narrative threats can emerge quickly and escalate across audiences, platforms and markets. Whether you are preparing for a high-risk moment, responding to a live issue, or assessing your organization’s exposure, we can help.

    Frequently asked questions

    What does Edelman’s Counter-Disinformation Unit do?
    Edelman’s Counter-Disinformation Unit helps organizations prepare for, assess, and respond to misinformation, disinformation, manipulated media, and harmful narrative threats.

    What is a narrative threat?
    A narrative threat is a false, misleading, manipulated, or hostile story that can affect trust, reputation, governance, stakeholder confidence, or business resilience.

    How does Edelman help organizations respond to misinformation and disinformation?
    Edelman helps organizations assess the credibility, reach, and potential impact of narrative threats, then develop response strategies, stakeholder messaging, and recovery plans.

    Who should request a briefing?
    Senior leaders responsible for communications, corporate affairs, crisis, risk, legal, compliance, public affairs, or reputation management may request a briefing.