{"id":1941,"date":"2021-09-01T11:35:29","date_gmt":"2021-09-01T11:35:29","guid":{"rendered":"https:\/\/lynn.global\/?p=1941"},"modified":"2022-11-16T14:54:17","modified_gmt":"2022-11-16T14:54:17","slug":"new-misinformation-service-launch","status":"publish","type":"post","link":"https:\/\/lynn.global\/new-misinformation-service-launch\/","title":{"rendered":"Lynn launches UK\u2019s first misinformation service"},"content":{"rendered":"\n

Lynn, with the launch of its ‘Misinformation Cell’, becomes the United Kingdom\u2019s first PR company to provide a tailored service to help clients with the growing threat of misinformation.<\/p>\n\n\n\n

CEO and founder, Shayoni Lynn, says that the new Cell will \u201ccombine behavioural science tactics and insights with the latest in counter-misinformation research\u201d<\/em> to offer support for communications teams battling against misinformation online. <\/p>\n\n\n\n

The Cell\u2019s focus is on helping teams \u2013 through bespoke consultancy,  tailored training and  briefings, and targeted campaigns  \u2013 to \u201cbuild immunity\u201d to misinformation among key audiences and to increase their trust in fact-based messages.<\/p>\n\n\n\n

Misinformation strategist Stefan Rollnick will be leaving the Office of the First Minister in Cardiff, Wales, to join Lynn and lead the Misinformation Cell. Stefan previously led anti-misinformation campaigns for the Center for Countering Digital Hate<\/a>, a trans-atlantic NGO that pressures social media companies and lawmakers in the United States and UK to disrupt the online architecture of hate and misinformation.\u00a0<\/p>\n\n\n\n

The effects of mis- and dis-information are increasingly having real-world consequences. In January 2021, widespread disinformation about voter fraud in the U.S election led to a deadly insurrection<\/a> at the U.S Capitol, and polling in the United Kingdom has found one in five Britons<\/a> believe that the harmful effects of vaccines are not being disclosed to the public.<\/p>\n\n\n\n

Shayoni Lynn, CEO of Lynn, said: \u201cMisinformation is now an ever-present threat for communications teams across the world in a huge range of sectors. From vaccine hesitancy to the growing threat from the incel movement, misinformation can quickly damage the most noble causes and the most strategic campaigns. In our work, we\u2019ve seen many of our clients \u2013 with teams who are already overstretched \u2013 facing an uphill battle as they compete within a chaotic online ecosystem full of bad information. It threatens their brand, it threatens their mission \u2013 and it can in very real terms threaten their bottom line.<\/em><\/p>\n\n\n\n

\u201cOur Misinformation Cell will help clients cut through the noise with a science-based approach to this unique and increasing challenge. We\u2019ll help you understand how misinformation is spreading within your communities, how it\u2019s being manipulated by bad actors, and how it\u2019s impacting your key audiences. And we\u2019ll provide you with the strategies and tactical plans to counter this and fight back.\u201d<\/em><\/p>\n\n\n\n

Stefan Rollnick, Head of the new Misinformation Cell, said: \u201cIn living rooms and bedrooms across the country, misinformation is eroding trust in basic facts among a traumatised public looking to make sense of our increasingly complex world. Fuelled by social media algorithms that reward divisive and often misleading content, bad information is threatening our ability to connect with vast swathes of the country.<\/em><\/p>\n\n\n\n

\u201cIt doesn\u2019t matter what sector you\u2019re in \u2013 misinformation is going to affect you. Thankfully, the evidence suggests there are tools we can use to fight it, but we need to start using them now.\u201d<\/em><\/p>\n\n\n\n

Non-executive director, Stephen Waddington, said: \u201cMisinformation is a critical issue for society. It strikes at the heart of democracy, free markets, and public information. It impacts every aspect of organisational communication and has become a challenge for government, public sector and commercial organisations. Lynn PR is leading the industry with this professional advisory practice in response to growing market demand.\u201d<\/em><\/p>\n\n\n\n

In February 2020, the World Health Organisation declared a \u201cmassive Infodemic\u201d alongside the COVID-19 pandemic, as the spread of viral misinformation reinforced the spread of the biological virus. In response, UK Members of Parliament relaunched the Online Harms and Disinformation sub-committee to establish what the government response to the Infodemic should be.<\/p>\n\n\n\n

This article was written by Stefan Rollnick<\/em>,\u00a0Head of Misinformation Cell at Lynn.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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