ID: 1846
Presenting Author: Leticia Rodríguez Fernández
Session: 527 - The importance of effective communication for Impact Assessments
Status: pending
This paper analyses how disinformation reshapes corporate communication, identifies emerging organisational threats, and proposes proactive and reactive strategies to strengthen crisis response and re
The disinformation industry is transforming corporate communication management by introducing new threats to crisis communication and increasing the strategic importance of proactive communication.
This paper proposes a framework for identifying the types of threats organisations may face and the practices they can adopt to prevent and respond to them. The analysis is grounded in real cases of organisations affected in Spain, although the conclusions can be extrapolated to the international context.
The paper also examines the paradigm shift driven by disinformation. Smear campaigns and cybercrime increasingly rely on manipulated information, pushing organisations not only to develop communication plans but also to build the capability to anticipate, detect, and counter such hostile campaigns.
Leticia Rodríguez Fernández is a university professor specializing in corporate communication, digital influence, and disinformation, holding a PhD in Information Sciences, with exper