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Why We Believe Disinformation: An Argument for Strategic Communication

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Title: Why We Believe Disinformation
Subtitle: An Argument for Strategic Communication
Subject Classification: Business and Management, Politics and Government, Technology 
BIC Classification: KJ, JP, URD
BISAC Classification: SOC052000, POL049000, BUS007000
Binding: Hardback, ebook, pp.(to be confirmed)
Planned Publication date: January 2025
ISBN (Hardback): 978-1-80441-635-8
ISBN (ebook): 978-1-80441-636-5


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This new book addresses disinformation and proposes a strategic communication approach, which the authors argue is an effective way to eliminate disinformation narratives.

The book uses both theoretical interpretations and concrete examples of these two phenomena. The authors use contemporary examples from the United Kingdom, the USA, Central and Eastern Europe, and the wider global world. The authors draw together their varied experiences and backgrounds in corporate marketing and communications, state security administration, and academic research.

The book's first part deals with the role of disinformation in modern society, and examines disinformation throughout history. It reflects on the impact of modern technologies on the changing nature of disinformation, primarily in the speed and method of dissemination. The second section examines why we are losing the fight against disinformation. Disinformation is not rational; it utilises cognitive biases, the mental shortcuts that help us, and misleads us in our everyday lives. To reduce the impact of disinformation narratives, we need to understand better how people decide and use cognitive biases to reduce the impact of disinformation.

The third part is devoted to strategic communication, which the authors present as an effective tool to fight disinformation. This part analyses individual communication channels and how we can use them as part of strategic communication. It guides the creation of the most effective media mix to support strategic intent.


Authors: Tomáš Kolomazník completed his studies in sociology and ethnology at Charles University and received his doctorate in sociology. In 1994 – 2000, he worked at the Ministry of Defence, Foreign Liaison Office as the department's dean; he was responsible for bilateral cooperation. He participated in the International Training Course at the Geneva Center for Security Policy, 2000 – 2001. From 2001 – 2005, he worked as the deputy head of the bilateral department at the Security Policy Division. He was responsible for the Euro-Atlantic region. After leaving the Ministry of Defence, he works in market research and security. Tomáš co runs Center for Security Consulting.  He is a member of the security community by the Geneva Centre for Security Policy Alumni Association. He is a lecturer at the private university Ambis in Prague and at the same time, he is participating in the PhD program at the Metropolitan University Prague. He deals with globalization, security policy, cyber defence, and defence industry issues.

Štefan Sarvaš is an Internal strategy consultant in Mars Inc. responsible for market and brand strategies in the biggest markets, e.g. USA, UK, China, France, Germany, India, Brazil. He used to work as Director of Market Research for Mars Pet Care, Global Senior Director for Market Analytics in Mars Wrigley. In the past he was working on communication strategies for brands like Pedigree, Cesar, Whiskas, Snickers, M&Ms, as well as Marlboro or Chesterfield. Stefan acquired Ph.D. in sociology at Charles University, Prague and in 2020-22 finalized certified training in Behavioral Economics at A&M University of Texas. In the past long-term fellowships at Institute for Security Studies, University of Groningen, and short term at Harvard University and Northwestern University. He is often invited to speak at biggest marketing conferences in the Czech republic and Slovakia.  

Zdeněk Rod graduated from the University of West Bohemia in Pilsen with a Bachelor's and Master's degree in International Relations. He teaches security studies at the same university and is also completing his postgraduate studies in International Relations, specializing in security studies. He also co-runs a security consulting firm, Center for Security Consulting. He previously studied at the Universities of Ljubljana and Budapest and the European Security and Defence Academy in Brussels. He also worked at the Ministry of Defence in the Hybrid Threats Unit. He specializes in foreign security issues, hybrid threats and strategic communication.


This title is currently being reviewed. Please check back for further updates in due course. 

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