At SAFEonNET, we closely monitor the media every day. We are witnessing that more and more companies are being highlighted in a negative context online – a growing trend that can ultimately be costly to the bottom line.

For 50 days, we have monitored eight different Danish news media outlets to investigate which and how many companies are daily victims of bad publicity. A study that we continuously repeat to observe the development.

Many companies are trying to bolster themselves to protect against “digital attacks” and “shitstorms,” which is why this study has been conducted to substantiate the risks associated with being present in the business world.

Danish news media generally have a strong presence online, which means that negative publicity can appear in Google's top search results, even several years after the article was written.

Overall, our study shows that negative news about both private and public companies is a daily part of the media flow. Some sectors are more vulnerable than others during this study period – and it is mainly larger companies that are highlighted negatively in the media.

Below, we provide an overview of the overall results we have reached.