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The rise of deepfakes — highly realistic, AI-generated videos or audio recordings that can be fabricated to make it appear as if someone said or did something they never did — creates another challenge in crisis communications, preparation and response. Recent articles in Forbes.com and the Harvard Business Review highlight the scary possibilities.
What are AI deepfakes, and how do they impact my organization’s PR & crisis communications strategy?
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Suppose a deepfake video surfaces online, seemingly showing a CEO downplaying the severity of an issue. This fabricated clip can sow distrust in the company’s handling of the crisis, causing public and or consumer panic and potentially escalating a situation.
How can I combat the threat of deepfakes?
So, how can organizations prepare for and combat the threat of deepfakes? Here are some key strategies:
- Proactive Monitoring: Employ tools that can scan social media and online platforms for potential deepfakes. Early detection is crucial to minimize the spread of misinformation. There aren’t many such tools yet, but expect them to be rapidly developed.
- Add Deep Fakes to your Crisis Response Plan: Establish clear protocols for identifying, addressing, and responding to deepfakes. This plan should include procedures for fact-checking, communicating with the public and employees, and collaborating with appropriate authorities.
- Educate Employees and Stakeholders: Raise awareness about deepfakes and how to critically evaluate online content. Encourage employees to be cautious about sharing unverified information and teach them how to spot red flags.
- Invest in Detection Technology: While still under development, deepfake detection tools are becoming more sophisticated. Utilize these tools to help identify potential deepfakes and flag them for further investigation.
- Practice Transparency and Open Communication: During a crisis, maintain transparency with the public. Acknowledge the existence of deepfakes and be clear about the steps being taken to address them.
The rise of deepfakes necessitates a proactive approach to crisis communication. By preparing for this new threat and implementing appropriate strategies, organizations can be better equipped to navigate the challenges of a crisis.
Contact our Crisis Communications Trainers & Consultants
We are available and can put you in touch with the right person to help with your specific crisis communications challenge.
To schedule a PressureTest™ Demo or get your team trained, call us at (202) 659-4177 or email info@CommCoreConsulting.
Additional Resources
- CEO Andy Gilman in Forbes: “No One Is Immune From a Reputation Crisis“
- Business Insider Lists CommCore Among “Top DC Crisis Communications Firms to Call”
- Crisis Communication Examples
- CommCore Crisis Communications Advice Featured in CNN Money
- Crisis Communications Case Study: CommCore Advises J&J During Tylenol Tampering Crisis
- Social Media & Crisis Communications
- Industry Focus: Discover CommCore’s Expertise in Your Vertical
- NYT Reporters Get Pressure Tested