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Smear campaigns are not a new phenomenon. They have been around for centuries, but developments in AI and online communications have made them quicker and cheaper to create, execute and disseminate. For a disgruntled threat actor, the 'return on investment' can be significant and sometimes much more effective than years spent litigating the issue.
It’s no surprise then that we’re seeing a huge increase in these types of campaigns, affecting both businesses and individuals. For those in the spotlight or under scrutiny, a smear campaign can have serious consequences for their public image and licence to operate – especially when third parties, such as clients and investors cautiously begin to disassociate for fear of reputation contagion.
The scale and range of campaigns we see is very broad. They vary in reach and sophistication, but crucially, financial resources are not always required. In fact, we’ve seen effective campaigns run with very limited investment but a high degree of personal motivation. The most common actors behind these campaigns are competitors, former contractors, employees, litigation opponents or activists.
A common mistake these actors make is the assumption that they are anonymous and undiscoverable. However, with the right tools and expertise they can be uncovered, exposed, and legally challenged. Furthermore, the content they are publishing can be removed and blocked where it breaches the law or a platform’s terms and conditions.
The trick is to alter the risk/benefit calculation. Suddenly that ‘return on investment’ doesn’t seem so attractive.
Schillings has been supporting clients who face these smear campaigns since 1984. We bring together a range of skills to handle not only the threat, but the reputational impact and consequences.
While every client situation is different, our approach is based around three key components: remove inaccurate or private content; identify the perpetrators and their motives; and communicate the client’s true position, rebuilding trust among their audiences.
Our approach is informed by a combination of open-source intelligence, digital forensics, data analytics and disclosure orders. Not only do we seek to find evidence of who is behind the campaign, but we track the impact of the campaign. Assessing the reach and scale informs our strategy. Where appropriate, we will assert our client’s legal rights. In parallel we support the client in rebuilding their reputation, shaping their narrative and building future resilience.
Ultimately, by combining robust investigation, strategic content removal, and clear communication, Schillings empowers clients to confront smear campaigns head-on, defend their reputation, and restore confidence across all audiences.
So, while smear campaigns may evolve, so do the solutions.
Watch Juliet discuss the rise of smear campaigns, and how to counter them.
