In our recent webinar on Effective Crisis Communication in the Age of AI, we explored how artificial intelligence transforms the way organisations handle crises. This session was part of AMEC’s Measurement Month, an initiative aimed at elevating the communication profession by highlighting the importance of measurement and insights. I had the privilege of hosting the conversation with two industry experts, Ana Adi, Professor of Public Relations at Quadriga University of Applied Sciences, and Christina Forsgårdm, Founder of Netprofile and a leading expert in crisis communications. Together, we delved into the challenges and opportunities AI presents in crisis communication. Below, I’ve outlined 5 key takeaways from our discussion:
1. AI: A Double-Edged Sword
AI is reshaping crisis communication by offering both significant advantages and new challenges. On one hand, AI enables organisations to monitor crises in real time, offering unparalleled situational awareness by processing vast amounts of data rapidly. This allows for quicker responses and more informed decisions. On the other hand, AI can also amplify risks, such as deepfake videos, misinformation, and the rapid spread of disinformation online. For example, during a crisis involving a European company, AI-generated content was used to spread false narratives, forcing the company to rapidly deploy AI-powered tools to identify and counteract the misinformation while maintaining their credibility. This duality of AI, as both a tool and a threat, emphasises the need for communicators to be proactive in managing crises while remaining vigilant against AI-generated risks.
2. Preparation is Paramount
One of the most important lessons we discussed was the necessity of thorough preparation. Many organisations are still caught off guard by the complexities of AI in crisis situations, often “sleepwalking” into crises without proper planning. Effective preparation goes beyond traditional crisis response plans to include scenario simulations, cross-department collaboration, and AI-driven scenario testing. This enables organisations to anticipate potential threats and train teams on how to respond swiftly and effectively. The key takeaway here is that preparation should not only involve reactive measures but also proactive crisis simulations to better anticipate the rapidly changing nature of AI-driven threats.
3. Creativity is a Crisis Communicator’s Secret Weapon
As AI opens the door to increasingly sophisticated attacks, communicators must match this level of creativity. Organisations must go beyond traditional crisis scenarios and prepare for unexpected, unconventional threats. Thinking creatively during preparation exercises can help organisations spot potential vulnerabilities and identify innovative ways to mitigate risks. For example, brainstorming “what-if” scenarios and imagining extreme crisis situations, even those that may seem unlikely, can provide critical insights into how teams can adapt to the fast-paced nature of modern crises. Encouraging creativity helps teams remain agile, ensuring that they are ready to pivot quickly when confronted with new or unpredictable AI-driven challenges.
4. Critical Thinking and Perspective Are Indispensable
In an AI-driven world, it is essential to move beyond surface-level responses and engage in deep, critical thinking. Communicators need to be able to view crises from multiple perspectives, considering not only the organisation’s goals but also the viewpoints of various stakeholders. AI can provide insights at scale, but it is human judgment that ensures those insights are properly interpreted and applied. By encouraging teams to question assumptions and look at problems from different angles, communicators can craft more nuanced and effective strategies. This approach also helps prevent bias, ensuring that crisis responses are inclusive and consider the broader context of a crisis, rather than just the immediate issue at hand.
5. Reinforce and Safeguard Trust
Trust is the cornerstone of crisis communication, and it is particularly fragile in the age of AI. Misinformation and disinformation can erode public confidence, and once trust is damaged, it can be difficult to rebuild. That’s why maintaining and safeguarding trust is crucial, especially when organisations face AI-generated attacks. By proactively communicating their history, values, and mission, companies can reinforce their reputation and mitigate the impact of false narratives. Ongoing reputation management efforts should focus on both transparency and consistency, ensuring that stakeholders are confident in the organisation’s integrity even when misinformation begins to spread.
Оn that bombshell let’s wrap up
As I reflect on this webinar, I am reminded of a powerful message: communicators are the adults in the room when crises strike. We must navigate the rapid changes AI brings with clarity, creativity, and responsibility. By preparing thoroughly, safeguarding trust, and using AI as a tool rather than a replacement, we can effectively manage crises in this fast-evolving landscape.
If you missed the webinar or would like to watch it again, you can access the full recording here. I want to thank Ana and Christina for their thought-provoking insights and everyone who attended the session.
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