3 days ago
The businesses using journalists to protect their reputation
A t the height of the pandemic, two journalists working at Dow Jones decided to use skills honed over years of reporting to address a novel but growing challenge facing businesses — reputational risk.
Justin Williams, a former editorial executive at The Daily Telegraph, and Sophie Elsworthy, a journalist and former elite athlete, founded InsightX in 2020 as lockdown shuttered businesses.
The London-based agency has taken a novel approach to due diligence, using investigative journalism to treat every target, whether it be a sponsor, celebrity or supplier, as a potential front-page story.
In doing so, it is addressing the growing issues of reputational contagion, a new type of risk that is increasingly occupying decision-makers at big corporations and brands, alongside more prosaic concerns about solvency that have commonly formed the bulk of due diligence work.
