Hacking Reputation: Disinformation, Trust, and Cyber Crisis Response with Preston Golson

A cyber incident can damage far more than systems and networks. It can also become a reputational crisis, especially when false or misleading narratives move faster than facts. In this episode of Cyber Focus, Frank Cilluffo speaks with Preston Golson of Brunswick Group about why organizations need to treat reputation as a vulnerability that can be tested, stress-tested, and defended much like any other part of their cyber posture. Drawing on his work in cyber incident response and his earlier career at the CIA, Golson explains how misinformation and disinformation take hold, why many damaging narratives are foreseeable, and how companies can prepare before a crisis hits. The conversation explores red teaming, "prebunking," unified crisis response, and the growing importance of trust, credibility, and AI-generated search results in shaping public perception. For leaders trying to manage cyber risk in a more volatile information environment, this episode offers a practical framework for thinking about reputation, crisis communications, and resilience. Main Topics Covered Reputation as a cyber target Disinformation and viral narratives Red teaming reputational risk Cyber crisis communications Prebunking and digital inoculation Key Quotes "Misinformation is like a forest fire and we live in a forest with combustible conditions … false and misleading narratives can be caught quickly and they can affect a company's license to operate." — Preston Golson   "If you have a dedicated team to look for [reputational risks], you can hack your own reputation, understand where your vulnerabilities are and then reverse engineer defenses and proactive communications … to help build resiliency amongst your audiences." — Preston Golson "We don't play whack a mole. Not every narrative deserves a response. As a matter of fact, some narrative, if you give them a response, it'll give it more oxygen." — Preston Golson "What effective [misinformation] narratives are doing are playing on people's insecurities, [and] people's desire to understand a world that is increasingly complex. It doesn't always make sense." — Preston Golson "Ransomware really did democratize cyber. Everyone's a target from the biggest Fortune 10 down to every mom and pop shop..." — Frank Cilluffo Relevant Links and Resources Brunswick Group Preston Golson's article, "Hacking Reputation" Guest Bio Preston Golson is a director at Brunswick Group, where he works on cyber incident response and related communications challenges. Before joining Brunswick, he spent more than 15 years at the Central Intelligence Agency. In this episode, he draws on that experience to discuss cyber crisis response, disinformation, reputational risk, and how organizations can prepare for false or misleading narratives before they take hold.