CRK launches disinformation management offering with evAI and Cyabra
The communications agency CRK is continuing to expand its expertise in the field of disinformation and narrative management. Together with its long-standing partner evAI and, in a new collaboration with Cyabra, CRK is now offering an analytics service that is unique in Switzerland.
The new service is aimed specifically at communication and marketing managers in politics and business who want to arm themselves against targeted disinformation campaigns.
"The combination of CRK, evAI and Cyabra is unique: we combine technology with strategic communication. This is a real game changer for campaigns in politics and business," explains Marie-Joëlle Eschmann, Team Lead Corporate Communications and Senior Consultant at CRK.
Social media monitoring with real added value
Thanks to the collaboration with Cyabra, CRK and evAI go far beyond traditional social media monitoring. While conventional tools such as Brandwatch or Talkwalker primarily measure reach, mentions and sentiment, Cyabra, in collaboration with CRK and evAI, provides deeper, actionable insights thanks to semantic analyses.
The authenticity analysis enables the identification of fake accounts and bots as well as the differentiation from real users. The narrative analysis recognizes the most important narratives and sentiment drivers behind discussions in social networks. The service covers social media channels such as X (Twitter), Facebook, Instagram, TikTok and LinkedIn. Special evaluations on Telegram, for example, are also possible.
Media and argument analysis
In addition to social media monitoring, CRK offers media monitoring of the Swiss media landscape (online, print, TV/radio) in collaboration with evAI and on the basis of Swissdox data. The focus here is not on pure reach measurement, but on an argument and narrative analysis that makes the most important positions in debates visible. The result is practical, campaign-oriented insights instead of classic clipping services.
"As founders of the Swiss Disinformation Research Center, we have seen in recent years how fake accounts and bots massively influence debates. With Cyabra, we have a technology at our disposal that makes this influence visible and at the same time shows scope for action," says Steffen Konrath, founder and CEO of evAI and the Swiss Disinformation Research Center.
Deep fake detection as additional protection
In view of increasing hybrid communication risks, the partners also offer the option of deep fake detection. This makes it possible to identify fake images and videos that portray politicians or companies in the wrong context and influence public opinion in a targeted manner. This service enables communication managers to identify dangers at an early stage and contain risks.
With this new offering, CRK, evAI and Cyabra are jointly positioning themselves as the first provider in Switzerland to enable authenticity and narrative analyses in this depth. This provides communication and marketing managers in politics and business with a powerful tool for recognizing disinformation campaigns at an early stage, countering them in a targeted manner and strategically placing their own messages in the right place.
The service provides clear, easy-to-understand results that enable quick reactions without the need for manual detailed analyses. Individual evaluations are also possible, allowing budgets to be used in line with demand instead of being tied to recurring costs.
Further information on the offer can be found at: https://cr-k.ch/desinformation-im-netz/
