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This article originally appeared in the June 2025 edition of the Global Family Office Community Journal.
In today’s rapidly evolving information environment, reputation remains an invaluable asset that must be safeguarded. As social media and online platforms – including Generative AI searches – increasingly shape public perception, the threat posed by misinformation (unintentionally inaccurate content) and disinformation (deliberately false data) continues to grow. Both forms of false information can have far-reaching consequences for individuals, families, and businesses, making it imperative to proactively understand and manage these risks.
In an age where digital narratives can shape reputations overnight, the ability to influence and control your story has never been more vital.
Digital challenges: risks and realities
Schillings has been at the forefront of reputation management for over four decades, managing misinformation and disinformation and guiding clients through an ever-changing digital landscape. Our extensive experience has positioned us as trusted advisors, helping clients mitigate threats, build resilience, and secure new opportunities.
Today’s advancements in AI tools and the increasing speed of information dissemination have created an environment where misinformation and disinformation can spread rapidly. Malicious actors, ranging from discontented former employees to business competitors or even opportunistic individuals, can leverage digital platforms to launch attacks through smear campaigns, fake news websites, and hyper-realistic deepfakes.
A single post or manipulated video can trigger a viral crisis, resulting in severe reputational damage or even financial loss. Without a clear and credible narrative to counter false claims, these events can come to lastingly define a person’s or business’s entire public profile.
The operational impact of false information
The implications of false information extend well beyond reputational concerns. Inaccurate content can influence due diligence processes, impacting financial transactions, business partnerships, and onboarding procedures. Appearances in compliance databases – seen by critical audiences – can also create additional complications, persistently obstructing routine banking and commercial activities. In this increasingly fragmented digital environment, distinguishing truth from falsehood has become a fundamental challenge, amplifying the risk that misinformation gains traction as perceived truth.
How can you take control of your online reputation?
Establishing and maintaining a robust reputation requires a proactive approach to shaping your narrative. By taking ownership of how your story is communicated, you can mitigate the risk of being defined by false narratives and malicious intent.
The 5 D’s of Reputational Resilience
1. Detect
Conduct a comprehensive audit of your digital presence. This extends beyond standard search engine reviews and requires expert investigators to examine the surface, deep, and dark web. This in-depth investigation will identify publicly available information, compromised data, and potential vulnerabilities, enabling you to assess both accurate and misleading content tied to your profile.
2. Dispute
Identify and rectify false or misleading content that undermines your reputation. While some inaccuracies may be accidental, deliberate disinformation campaigns are increasingly common. Ensuring the accuracy of your digital footprint protects your profile from potential harm and limits the influence of misleading content on public perception and decision-making tools like AI algorithms.
3. Dilute
Develop and promote positive, accurate content that aligns with your objectives. Utilising owned platforms such as websites and social media, as well as trusted third-party media channels, ensures your narrative is prominent and credible. While privacy remains paramount, having no digital presence increases vulnerability. A controlled, transparent online profile helps reinforce credibility and minimises the impact of negative content.
4. Displace
Work with digital resilience specialists to optimise positive content and improve its visibility. These experts ensure that credible, reputation-enhancing narratives are positioned effectively to counteract harmful content. By strategically promoting your story to the right audience, you can establish control over your digital voice and presence.
5. Deter
Prevent future attacks by addressing existing vulnerabilities and developing protective measures. Begin by defining your objectives, whether they pertain to business, investments, philanthropy, or family interests. This strategic understanding will allow you to create a tailored defence plan while introducing media monitoring frameworks to swiftly detect and address emerging threats.
Embracing proactivity
The digital landscape presents both risks and opportunities. Despite preconceptions of the ‘online wild west’, by taking a proactive stance, individuals and businesses can still decisively secure their reputations, build resilience, and meaningfully engage with new audiences.
A well-managed digital profile not only mitigates reputational risk but also enhances visibility, strengthens influence and protects against the volatility of the online world. As cancel culture and digital scrutiny continue to rise, establishing a proactive digital strategy has never been more important. By deploying the 5 D’s effectively, you can safeguard your legacy and ensure your narrative reflects your true achievements and values across each generation.
