Responding to Misinformation: Building decision confidence in high-risk information environments
Two half-days | Live online
Upcoming cohorts:
September 2026 – SOLD OUT
November 2026 – Bookings open
Maximum 8 participants
Fee:
£995 + VAT per participant
The problem
When misinformation about your organisation starts circulating, you face an impossible choice.
Respond, and you risk amplifying it – putting the false claim in front of more people. Stay silent, and you risk looking complicit. Both options can erode the trust you’re trying to protect.
Most teams default to reactive fact-checking or strategic silence. But neither gives you a way to assess risk, decide whether intervention will help, or make a decision you can defend later when the stakes are high.
What this masterclass does
This masterclass builds the decision capability you need to assess misinformation risks, respond proportionately, and make defensible calls under pressure.
You’ll learn when to respond, when to stay silent, and how to structure interventions that reduce harm without amplifying falsehoods.
Grounded in peer-reviewed research on belief formation, prebunking, and debunking, this is a structured approach to navigating today’s volatile and polluted information environments.
This masterclass is for you if you:
- Lead communications, policy, or engagement in health, climate, public sector, or regulated industries where misinformation has real-world consequences
- Face internal pressure to “respond to everything” and need the language to push back
- Want evidence-based structures for prebunking and debunking that reduce backfire risk
- Want to build institutional capability for an environment where AI-generated content and algorithmic amplification make misinformation faster, cheaper, and harder to detect
What you'll walk away with:
- A guided approach to risk that you can apply immediately to assess speed, reach, credibility, and potential harm
- Evidence-based prebunking and debunking approaches that minimise amplification risk
- The language to challenge “respond to everything” internal pressure and make proportionate decisions
- Clear understanding of when misinformation is a warning signal, background noise, or active crisis
- Shared vocabulary for internal escalation and defensible decision-making under uncertainty
- Confidence to make judgement calls when the stakes are high
Who delivers this masterclass?
Shayoni Lynn FCIPR FPRCA
CEO and Founder, Lynn Advisory
Shayoni Lynn FCIPR FPRCA is Founder of Lynn Advisory, where she works at the intersection of behavioural science, misinformation, and strategic communications. In 2021, she founded The Misinformation Cell, one of the UK’s first dedicated commercial information resilience service for communications and PR teams.
She advises organisations operating in high-trust and high-risk environments – including public health, climate, and regulated sectors – on how misinformation shapes belief, behaviour, and institutional trust.
Her work focuses on helping communications teams move beyond reactive response toward structured, defensible decision-making under uncertainty.
Shayoni has developed and applied misinformation and narrative risk approaches in live operational contexts, where decisions carry reputational, behavioural, and organisational consequences.
She is a member of ICCO’s Misinformation Taskforce and has been recognised in the PRWeek Power Book (2021-present) and PRovoke Media’s Innovator 25.
Programme
Session 1:
Module 1: Misinformation as systemic risk
Reframe misinformation as a behavioural and systemic risk requiring calibrated and proportionate responses
Module 2: Why facts fail
Build a realistic and contemporary understanding of how beliefs form and drive intent and behaviours.
Module 3: Claim, narrative, or technique?
Understand how individual claims ladder into broader narratives and manipulative techniques so you can target the highest-leverage intervention points.
Module 4: Assessing risk
Learn when intervention is warranted and when silence is the strongest response, using a structured risk framework
Session 2:
Module 5: Introduction to prebunking
Learn how to use evidence-based inoculation techniques to proactively build audience resilience to manipulation.
Module 6: Debunking with confidence
Use behavioural science to structure corrections that reduce harm without amplifying falsehoods.
Module 7: From firefighting to institutional readiness
Shift from reactive crisis mode to structured preparedness and recognise when issues exceed internal capability and require specialist support.
Pricing & booking
Fee: £995 + VAT per participant
Maximum 8 participants to support discussion, practical application, and individual feedback.
Includes:
- Two 3-hour remote sessions for each cohort
- Guided frameworks and structured approaches explored during the session
- Curated research bibliography and 30-day reflection and action guide
- Certificate of completion
What this masterclass is not
This is not a social media monitoring course, a crisis communications workshop, or a session on brand reputation management.
This open masterclass builds professional judgement and decision confidence. Organisation-specific systems, playbooks, and response frameworks are developed through bespoke advisory work with Lynn’s The Misinformation Cell.
Book your place
To enquire about upcoming cohorts or reserve a place, email masterclass@lynn.global
Booking policy
Places are confirmed upon payment. If you need to cancel, please contact us at least 14 days before the first session for a full refund. Late cancellations cannot be refunded, but we’re happy to transfer your place to a colleague or hold it for a future cohort.
