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RESEARCH, ANALYSIS & TRENDS

ner, in order to be able to take preventive action. Further results include:

Certainly, this topic is becoming increasingly relevant at • Almost all (94%) of communications leaders sur-
management level too. Those surveyed stated that the veyed agree that online communications shorten
volume (55%), the variety (57%) and the speed (60%) the window companies must respond to risk.
of online communication are the greatest concerns for
top management. And when looking at the most serious • For 88% of those surveyed, online communication
consequences of risks that were not identified and channels are also an important source of infor-
managed in good time, those surveyed mentioned: mation for identifying and managing risks at an
early stage.
• damage to company or brand reputation (93%),
• 75% of those surveyed are not sure whether their
• negative attention (92%), company is able to identify and manage online
risks in a timely manner.
• negative impact on employee morale and recruit-
ment (73%), • More than two-thirds (69%) believe it is becoming
increasingly difficult to achieve.
• customer satisfaction (59%), and
• 73% say their organization is not investing enough
• business results (46%) in modern risk intelligence solutions to meet this
business-critical challenge.
The spreading of information via online media in-
creased enormously as it provides brand visibility, • More than two-thirds (77%) of those surveyed as-
which could unfortunately also end in misrepresenta- sume that the abovementioned uncertainties for
tions or intentional attacks on the company and its pub- companies will increase over the course of this
lic perception. Therefore, marketing executives are in- year. ◊
creasingly concerned with recognizing negative infor-
mation at an early stage, identifying the parties behind By MediaBUZZ
it and supporting appropriate countermeasures to pro-
tect their brand.

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6 May 2022: Security & Data Privacy in Marketing