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Combatting misinformation in the corporate world with Scott Colvin, Group Director of Public Affairs at Aviva

Published 22 Jan 2024
Corporate Communications

We advise high-profile international companies and organisations on a range of communications issues in complicated commercial and regulatory environments.

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In this episode, our Group Managing Director, Gary Cleland, sits down with Scott Colvin, Group Director of Public Affairs at Aviva. With a career spanning over 25 years in Westminster before transitioning into the corporate realm, Scott brings a wealth of experience in both consultancies and in-house roles.

The landscape of political communications may not have undergone radical transformations in the past couple of decades, but its importance has surged significantly in the last 10 years. The revolution lies in how information is consumed today, with new channels emerging and crises sparking more frequently.

Scott offers his insights on the looming challenges ahead, pinpointing the erosion of trust as a critical concern. The decline in trust in public institutions and the media, amplified by technological changes and AI enabling the creation of misleading communications, necessitates businesses to gear up for a world rife with misinformation.

To combat trust issues and misinformation, Scott proposes the establishment of an internal group within firms. This group would oversee the firm's conduct and ensure alignment between its internal and external operations - upholding promises and accountability. Whether you're a consultancy or in-house, this approach can significantly address the trust deficit. Tune in to the episode for more of Scott's expert insights.

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