Digital Forensics Expert David Krejci Joins Finn Partners

7/26/2024 8:15:21 AM

(MENAFN- PRovoke) NEW YORK - Finn Partners has bolstered its crisis management capabilities with the appointment of media Forensics founder David Krejci as partner.

A 27-year PR veteran, Krejci is a pioneer in managing social media disruption, introducing the industry's first crisis simulation software in 2010. Krejci later helped introduce digital forensics as a strategy to address the insurgence of misinformation online. In 2020, he launched his own consultancy, Media Forensics, to push this strategy further.

At Finn, Krejci's media forensic work will focus on campaign readiness by identifying potential blowback before launch; crisis mitigation, which includes using forensics to anticipate and mitigate crises; and forensic monitoring, which includes augmenting traditional social listening.

Krejci's media forensics approach involves gathering data from over 50,000 online sources. AI then processes this data for human analysis by experts skilled in Open Source Intelligence (OSINT) and the deep web. This analysis helps identify the methods and motives behind online threats, allowing clients to develop informed strategies for crisis mitigation and campaign success.

“The traditional methods of managing the current disruptions in our media ecosystem were largely built to handle a far different time,” said Krejci,“a time before intractable conspiracies and divisions; before algorithms, bots, gen-AI, and deepfakes; before TikTok, Snapchat, Instagram, Discord, Telegram, MeWe, 4chan, 8kun. Misinformation and disruptive technologies have existed for centuries, but the dissemination of misinformation today is so complex, broad and voluminous that traditional methods to manage it are grossly out-muscled.
A media forensics strategy is what we believe our clients need and deserve to combat this ever-changing and volatile environment.”

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