Glossary / Crisis Communications
Narrative Laundering
Narrative laundering is the process by which a hostile or misleading claim becomes credible after being repeated through media, social platforms, search results, or AI summaries.
The danger is not the first claim. The danger is repetition. Once a claim is summarized by neutral-looking systems, it can appear laundered into accepted fact unless a brand counters it with evidence, validators, and structured first-party narrative.
Related: Crisis Communications Glossary | Citation Share | Generative Engine Optimization | Crisis Communications Practice