Qorvis has launched a new initiative examining the growing impact of misinformation on journalism, public relations, reputation management, and public trust.
The initiative launches with the publication of “When Misinformation Becomes News,” a report by Samantha Sault, Chairman and Chief Editorial Officer of Qorvis, exploring how false narratives migrate from obscure websites and coordinated online campaigns into mainstream reporting, and why those trends increasingly affect organizations operating in complex geopolitical and commercial environments.
“Misinformation is no longer confined to obscure corners of the internet,” said Sault. “False narratives increasingly find their way into mainstream reporting, with real consequences for companies, institutions, and public trust.”
“We know how to respond to difficult facts. Responding to narratives built on complete fabrications is something else entirely,” continued Sault. “That’s why we’re launching this initiative: to better understand the misinformation ecosystem, how false narratives become accepted as fact, and what that means for journalism and reputation management.”
Drawing on the firm’s more than 25 years advising governments, multinational companies, and individuals navigating high-profile reputational challenges, the series will explore topics including:
- The rise of misinformation networks and coordinated influence campaigns
- The intersection of AI, journalism, and reputation management
- How misinformation shapes business decision-making and public policy
- Practical approaches to managing reputation in an era of synthetic content
The series will include articles, original research, videos, and interviews from Focus Washington, Qorvis’s public affairs podcast.
The inaugural article, “When Misinformation Becomes News,” is available at: https://qorvis.com/when-misinformation-becomes-news/
