When Facts Aren’t Enough: Key Insights from our Q2 Reputation Risk Index
Companies can’t fact-check their way out of reputational crises. They must find creative and compelling ways to tell their story that capture attention and ensure credibility before disinformation defines the conversation.
That was one of the standout insights from Tuesday’s webinar, where our Global Risk Advisory Council unveiled the Q2 Reputation Risk Index™. Council Chair Isabel Guzman (former Biden cabinet member), former Irish Minister Michael D’Arcy, and Global Situation Room President Brett Bruen joined Financial Times correspondent Joe Miller to unpack the reputational threats facing companies on both sides of the Atlantic.
Why Disinformation Tops the Rankings—And What Companies Can Do About It
Countering disinformation often fails because “disinformation carries an emotional tinge that allows it to latch in the public consciousness stronger than facts,” noted Bruen. His advice? Don’t hide under your desk. Companies that wait for the storm to pass cede ground to other, potentially adversarial, voices. Instead of issuing a fact sheet, make your story as vivid as possible.
Small Companies Aren’t Immune
Guzman highlighted how small businesses face the same challenges as multinationals and offered counsel: small companies should stay true to their values and listen to the public and their customers. She pointed to Q1’s DEI backlash, noting that companies that stuck to their principles weathered the attacks better than those that buckled.
The Atlantic Divide: Same Risks, Different Rules
While Europe has a fragmented ecosystem of laws, D’Arcy noted that companies are expected to adhere to the legislation of each country they operate in, with no gray area. Companies operating in the U.S. may see more flexibility, but rolling back ESG commitments in the U.S. could impact their European business prospects. Whether you’re operating across the U.S. or Europe, Bruen and D’Arcy agreed—companies must invest in PR early, and build relationships with both sides of the aisle.
As we head into Q3, our Council members are two key developments: potential infrastructure failures and how companies respond to direct political targeting. With President Trump’s pause on tariffs likely to expire next quarter, pricing decisions could quickly become headline news.
If you missed the webinar, you can watch the full recording here.
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The annual Reputation Risk Index™ is produced quarterly in partnership with our Global Risk Advisory Council, featuring 130+ members across 20+ countries. The Index data from the Global Situation Room with expert analysis from the Council to provide critical visibility and insights to help decision-makers navigate the complex communications landscape.
