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Why Edelman Chose Yonder to Protect Brands From Disinformation and Incidents Online


Today’s internet — especially the social internet — is unpredictable. Stories and narratives rise and fall faster than ever. Some will disappear forever, but most stay alive throughout the years often re-emerging seemingly out of the blue. 

Strategic communications teams have not been armed with the tools, data, and intelligence to best navigate this unpredictability. As both Global Chief Data & Analytics Officer at Edelman, Yannis Kotziagkiaouridis, and Director, Media Analytics & Insights at AT&T, Daniel Neal, noted in our recent webinar with PRWeek, the playbooks for proactively dealing with potentially risky narratives, misinformation, and disinformation are still being written. This is why both companies have turned to Yonder, including a formalized partnership with Edelman, the leading global communications firm, where Yonder will be their primary provider for disinformation intelligence within the Edelman Disinformation Shield offering.

Watch the conversation below.

The Threat of Disinformation

Edelman’s driving force for the partnership is supported by the most recent 2021 Trust Barometer findings that reveal an epidemic of disinformation, with more than two out of three executives at large global companies worrying about the weaponization of false information. This is coupled with the finding that businesses and employers have become consumers’ most trusted sources of information, which is both an incredible opportunity and a challenge in today’s infodemic. 

Shoring up the Strategic Communications Tech Stack to Rise to This Opportunity

Three key factors are driving leading agencies and brands to add social intelligence tools to their tech stack: 

  1. The proven abilities and power of agenda-driven groups brought to the forefront of the public eye in 2020.
  2. The proliferation of mis and disinformation.
  3. The increasingly important roles that communicators are being asked to play in navigating these incidents, educating the broader business and aligning leadership and teams around decisions and action…or sometimes inaction!

As brands become the most trusted institution, expected to play the role of information regulators, and are more heavily scrutinized for how they live their values…the traditional communications infrastructure is being challenged to evolve. 

Social Intelligence Supporting Teams’ Day-to-Day Triaging and Decision-Making

To be successful in the minefield of disinformation and agenda-driven narratives and able to avoid surprise crises, communications teams must address the gaps in their current tech stack and look to proactive intelligence that can address harmful online activity — before the damage is done. 

Here is an outline of how an agency like Edelman is incorporating Yonder’s Incident Management intelligence into their daily support of some of the leading brands in the world:

  1. Detecting Potentially Harmful Activity Online:

    Using narrative prediction intelligence to identify damaging narratives in their earliest stages to understand who and what is driving them and how likely they are to cause damage to a brand.

  2. Gathering Proactive Insights to Guide Response:

    Utilizing data to identify when information is reliable, when it’s manipulated, and how it’s being engaged with to support more informed communication strategies.

  3. Strengthening Trust Among Consumers:

    Ensuring external communications are aligned with consumer expectations and values to avoid a potentially harmful crisis and retain customer trust.

These capabilities lead to new playbooks for triaging daily priorities, proactively assessing the risk of emerging narratives, more focused scenario planning, and an all-around increased ability to drive alignment across leadership and stakeholders ahead of an incident.