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The narratives that form in online conversations and spread across the internet are the sources of some of the biggest threats businesses face – especially at a time in which mis- and disinformation are on the rise. One might think it’s mostly major brands who find themselves pulled into an online narrative. But even smaller, lower-profile companies can have a lot at stake – just ask Dominion Voting Systems, which was hardly a household name before an election fraud narrative, spreading online and amplified by public figures, cast them into the spotlight in the wake of the 2020 election.

Without an airtight protocol for identifying and addressing mis- and disinformation narratives, you can spend all your time scrambling to catch up – or, worse, losing control of the narrative entirely – instead of advancing your goals and moving your business forward.

To address this, Zignal has published The Ultimate Guide to Disinformation and Other Narrative-Borne Threats. This guide arms communications, risk, and other professionals with the information necessary to understand the scope and stakes of narrative-borne threats, as well as tactical recommendations for building a protocol to identify and address them.

Get the guide for free here.

Ultimate Guide to Disinformation eBook cover

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What’s in the Guide?

The guide is full of insights aimed at helping teams understand disinformation and how to get ahead of disinformation narratives before they impact their business. It’s backed by expertise from leaders at Zignal, as well as Prudential Financial and HRH Media Group. Here’s an overview of what you’ll get from the guide:

The state of disinformation

We assess the increased spread of disinformation narratives online in 2020 compared to 2019, and outline the numerous factors driving that growth. Then we’ll show how companies, reading the writing on the wall that disinformation is a paramount issue today, started fighting back in 2021, – the impact of their actions.

From the Guide: “It’s crucial to understand who is leaning into these messages the most. That plays into a lot of the work we’ve done with Zignal for Prudential over the past year or so.”
Allyson Hugley, Strategic Research and Analytics Lead, Prudential Financial

What’s at stake?

When it comes to disinformation, your reputation isn’t the only thing on the line. These narratives can have a real, tangible impact on a company’s finances, the security of their employees and physical property, and the public good at large. The guide shows you how, with concrete examples.

Read: More resources for fighting mis- and disinformation.

What to do about it?

At the heart of the guide is our insight into how companies can build holistic narrative awareness to make sure they’re alerted to threatening narratives and can get ahead of them. You’ll get:

  • Specific steps around what to do and who should be involved
  • Why narrative intelligence is a crucial resource in your efforts
  • Key questions to consider when building your narrative awareness protocol

From the Guide: “If you don’t act fast to control the narrative, the narrative will be written without you. And you probably won’t like the result.”
Jennifer Granston, Head of Insights and Chief Customer Officer, Zignal Labs

Case studies

In the guide, you’ll get three real-life examples of companies responding to narrative-borne threats. In one example, the company had immediate success in taking control of the narrative; in another, not so much; the third company’s experience fell somewhere between the two. What were the difference-makers between these three companies’ experiences?

Download the guide to learn how to establish an airtight system for catching, and getting ahead of, online narratives that threaten your business. 

Reach out to Zignal to see how our narrative intelligence can enhance your ability to catch disinformation and other narrative-borne threats.