Oliver Hayes OBE, Head of Counter-Disinformation for EMEA at Edelman, hosted Dmytro Bilash, Co-Founder and CBDO at Osavul, for a timely discussion on how misleading narratives about global corporations take hold online — and why they matter.
In this Edelman-produced episode, the conversation draws on Osavul’s soon-to-be-published research analysing activity across TikTok and Telegram. The research examines how baseless claims and distorted interpretations of real events can spread rapidly within fragmented digital communities.
While most narratives dissipate within days, a small fraction escalates — gaining traction across platforms, amplifying confusion, and creating tangible reputational and operational risks for businesses.
What the episode covers
How narratives form and scale
Even minor or speculative claims can evolve into coordinated waves of commentary when amplified through algorithmic systems and cross-platform ecosystems.
Selective framing as a strategic tool
Disinformation rarely relies on entirely fabricated stories. More often, it leverages partial truths, emotional triggers, and reframed real-world events to reshape perception.
Why businesses must monitor the information environment
In today’s hybrid threat landscape, reputational risk can quickly converge with financial, cyber, and operational risk. Early detection and contextual analysis are critical.
From digital chatter to real-world impact
The episode explores how narrative manipulation can erode trust, influence stakeholder decisions, and destabilize market confidence.
