We live in complex times, where the boundary between opinion and fact-based journalism has become blurred. The story works when it fits reality, when there is an authentic dialogue with the facts. In today's society, information circulates without pause: either you tell your story, or someone else will do it for you.<\/p>\n\n\n\n
In this scenario, the corporate disinformation<\/strong> has become a growing threat to businesses around the world. According to a report by the University of Baltimore, its economic impact amounts to 78 billion dollars annually. But the consequences go beyond financial losses: corporate reputation can be damaged for years, even when information is proven false. Public trust is eroded, and for listed companies, misinformation can translate into drastic drops in share price.<\/p>\n\n\n\n Added to this reality are more subtle but equally serious effects: misinformation affects employee motivation and engagement, creates internal uncertainty and makes it difficult to identify those responsible for fake news. And now, the threat is intensifying with artificial intelligence and deepfakes<\/strong>They are capable of manipulating audios and videos with alarming realism. A recent example occurred with a fake video of Antonio Brufau, president of Repsol, in which he was attributed a speech on cryptocurrencies that he never gave.<\/p>\n\n\n\n In the face of this challenge, the key is the proactivity<\/strong>. Companies cannot wait for third parties to protect their reputation: they must take the helm of their story. This means investing in professional communications teams, establishing verification platforms, promoting media literacy and, where necessary, acting swiftly and decisively to counter misinformation.<\/p>\n\n\n\n Corporate disinformation is not a distant phenomenon; it is a threat that affects the credibility, economics and internal culture of organisations. Every company and every leader must take responsibility for telling their own story, because leaving it in the hands of others can mean losing control over their reputation and their future.<\/p>\n\n\n\n <\/p>","protected":false},"excerpt":{"rendered":" Vivimos en tiempos complejos, donde la frontera entre la opini\u00f3n y el periodismo basado en hechos se ha vuelto difusa. El relato funciona cuando se ajusta a la realidad, cuando existe un di\u00e1logo aut\u00e9ntico con los hechos. En la sociedad actual, la informaci\u00f3n circula sin pausa: o cuentas t\u00fa tu historia, o alguien m\u00e1s lo […]<\/p>\n","protected":false},"author":18,"featured_media":44184,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","format":"standard","meta":{"footnotes":""},"servicios":[],"sectores":[],"class_list":["post-44183","en-los-medios","type-en-los-medios","status-publish","format-standard","has-post-thumbnail","hentry"],"yoast_head":"\n