PR News - PR Roundup: Top Risks Revealed, FBI Searches Journalists, Wendy’s Starts Beef With Bills
PR News - January 15
By Nicole Schuman
What happened: It’s a new year, and reputational risk isn’t going away, but it might be taking different shapes.
Ahead of the World Economic Forum 2026 conference, the Global Situation Room and Reputation Risk Advisory council released a report on the top risks to corporate reputations.
The Reputation Risk Index is powered by insights and analysis from the Global Risk Advisory Council, which includes over 140 public affairs leaders, from former heads of state and ministers to leaders of multi-national firms.
The top 5 risks found in the report are:
AI misuse: Harmful or deceptive use of artificial intelligence, including creating deepfakes, misinformation, biased decision-making or unethical applications that cause harm or manipulate public perception.
Targeting by or criticism from President Donald Trump: Negative attention or consequences resulting from criticizing Donald Trump or when Donald Trump publicly attacks or criticizes an individual or organization.
Data privacy violations: Violations of a person’s right to control how their personal data is collected, used or shared.
Child safety/harm: Actions or accusations of putting children at risk of mental, emotional or physical harm.
Anticompetitiveness/antitrust: Business or government actions that restrict competition, leading to higher prices, lower quality, reduced service levels or less innovation. Includes unfair market practices, monopolistic behavior, and legislation aimed at preventing or regulating trusts and monopolies to ensure fair competition.
Other risks on the list included fraud, trademark infringement and more.
Isabel Guzman, former Administrator of the U.S. Small Business Administration and Chair of the Global Risk Advisory Council, says AI has emerged as the single greatest driver of reputational risk, reshaping how trust is built—or lost—across industries.
“From deepfakes to health misinformation, its rapid evolution is outpacing regulatory and institutional safeguards,” Guzman says. "Leaders must proactively strengthen reputational risk management to better position their firms to navigate this volatile environment and build resilience.”