The Role of Public Relations in Disinformation

Managing disinformation in PR

Disinformation is not new — in fact, it has been part of the media landscape for years. Technology has increased the speed by which disinformation and misinformation moves.

In this webinar, we ask three of the industry’s top experts to discuss the role of disinformation and misinformation in communications and public relations. The goal of the webinar is to provide tips and tools on how to manage disinformation. We discuss the types of disinformation — from accidental to malicious — how disinformation travels and the best steps a brand can take to identify misinformation, reduce confusion and build trusted transparency.

We discuss:

  • The definition of disinformation and its impact on organizations
  • Building trusted relationships
  • What happens when trusted allies share misinformation?
  • News vs. opinion and how to tell the difference
  • PR's role in message disinformation
  • Combating disinformation

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Our panelists:

Jim O’Leary

Global Practice Chair, Corporate Affairs and Advisory Services, Edelman

Jim O’Leary advises CEOs and Fortune 500 executives on how to navigate complex business, geopolitical, and strategic communications challenges. He has nearly two decades of experience working with organizations to enable enterprise transformation, recover in the wake of a crisis, and drive revenue growth.

As chair of Edelman’s largest practice, Jim oversees a global network of advisory services, corporate reputation and business marketing teams across nearly 60 offices. His recent clients have included General Electric, Hewlett-Packard, Lockheed Martin, Merck, Mitsubishi, PayPal, United Technologies and VMWare, among others. 

Jim is an expert in corporate reputation management, analytics-driven business to business marketing, and human centric transformation, having helped company leaders across multiple industries integrate mergers, separate conglomerates, and successfully reposition in the market.

Lisa Seidenberg

Vice President, Media Relations, Greentarget

Lisa Seidenberg is Vice PresidentMedia Relations at B2B Public Relations firm Greentarget. Since joining Greentarget 15 years ago, she’s found great success as a highly-effective account manager and media relations expert. She manages day-to-day operations for select clients in addition to providing superior counsel for others.She has worked on highly complex issues ranging from commercial real estate, impact investing, tax reform, brand relevance, cybersecurity, automotive and M&A.

Her experience within the legal industry includes work for firms of all shapes and sizes, across a broad spectrum of regions and practice areas. Lisa has secured some of Greentarget’s most high-profile media results and leverages her outstanding relationship skills to keep client programs on track and on target. She also oversees the understanding of media trends, influencers, and emerging hot media relations issues among Greentarget’s staff, and also leads media training efforts for Greentarget’s junior staff to create a broader bench and strengthen overall capability. 

Committed to helping Greentarget grow its reputation among reporters, she actively forms deep relationships with targeted contacts important to Greentarget’s clients through Greentarget’s Reporter Ambassador Program.

Michael Estevez

Executive Vice President/Managing Director, Public Affairs & Crisis Communications, BCW

Michael Estevez is an Executive Vice President/Managing Director in BCW’s (Burson Cohn & Wolfe) New York Public Affairs & Crisis practice. In this role, Michael advises clients on matters related to crisis communications, issues management, and public affairs.

Michael has counseled corporate clients on communications strategy related to international intellectual property litigation, mass tort litigation, cybersecurity breaches and extortion attempts, high-profile workplace violence incidents, workplace health and safety issues, unionization campaigns, and activist campaigns. He has also led the development of enterprise crisis communications preparedness programs for organizations of all sizes, from startups to multinational corporations, across a range of industries. His clients have included financial institutions, private equity firms, energy firms, software companies, consumer electronics manufacturers, hospitals, pharmaceutical companies, medical device manufacturers, food and beverage companies, quick-serve restaurants, and cosmetics companies.

In addition to his primary public affairs and crisis communications role, Michael leads the firm’s cybersecurity crisis communications specialty group. He is creator of the firm’s BCW CyberTREE™ model, a strategic framework for managing the four domains that comprise cybersecurity crisis communications: Threat, Response, Expectations, and Engagement. BCW CyberTREE is rooted in the firm’s proprietary cybersecurity crisis communications experience as well as insights drawn from benchmarking more than 20 cybersecurity events. To date, BCW CyberTREE has been used to successfully manage cybersecurity crises on behalf of a multinational original equipment manufacturer, multiple cloud software companies, educational institutions, and a cybersecurity firm.

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