Edelman’s head of global digital crisis offers three steps to combat reputational damage.
With AI accelerating disinformation, speed is now non-negotiable in crisis response.
When disinformation spreads unchecked on social media, audiences are more likely to believe it, endangering a brand’s credibility, reputation and business.
“AI has the potential to really supercharge the threat that we have from mis- and disinformation,” said Dave Fleet, head of global digital crisis at Edelman, during Ragan’s AI Horizons Conference earlier this year.
“We’re facing a real crisis as communicators in our own information ecosystem. How can we convey truth to people when what truth is is often in the eye of the beholder these days?”
AI lowers the barriers to entry for bad actors, can produce deceptive content at scale and can create realistic images, videos and sound or voices, he said.
Companies facing crises due to these kinds of false or misleading information campaigns must do the following to combat reputational damage and provide an effective response:
- Begin monitoring and identifying false narratives: Track how the information is appearing and what platforms it is showing up on. Create a team to flag each social post and identify the key voices spreading the information, Fleet said. Start scenario planning and message development to combat the misinformation. Continue to identify vulnerabilities and monitor at-risk areas.
- Proactive communication to inoculate key audiences: Move proactively to inoculate stakeholders. Provide testimonials and third-party expert voices that support accurate information. Ensure that reactive communications channels are prepared and equipped with true information that counters the false narrative, Fleet said.
- Immediate communication: Once a statement is prepared with data that supports accurate information, get it out to as many key stakeholders as possible, Fleet said. This can be an update on a brand’s website, an email blast or through social channels. Ensure the reactive content is clear, simple and transparent. Speed is of the essence in your response, Fleet said.
“Lies travel farther and faster than the truth,” Fleet said. “Prepare for the threat and know what the triggers are. Speed is absolutely critical.”
To learn even more tips on AI-related comms strategies, head over to view Fleet’s presentation at Ragan Training here.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post AI supercharges disinformation: Why brands must respond faster than lies spread appeared first on PR Daily.
