The rise of subversive strategic communication

Abstract

The landscape of reputational threats has evolved. Actors such as trolls, populists, and activist groups are increasingly deploying subversive tactics – including deepfakes and corporate character assassination – to target companies, executives, and public figures. These methods amplify the speed, sophistication, and impact of reputational crises, making them more difficult to manage. This article examines the implications of these tactics for reputational risk management and explores strategies such as inoculation approaches to help communication professionals strengthen their pre-crisis planning and respond to emerging digital threats.