AI Crisis Management: How PR Pros Can Prepare

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On May 22, 2023, a report of an explosion at the Pentagon—along with an AI-generated image supposedly backing the report—made waves on Twitter.

In response, the US Department of Defense and the Arlington County Fire Department released a joint statement on Twitter saying, "There is NO explosion or incident taking place at or near the Pentagon reservation, and there is no immediate danger or hazards to the public."

Nevertheless, the story and corresponding image sparked a temporary panic and a stock market dip.

Such incidents serve as wake-up calls, underscoring the urgency for PR professionals to prepare for similar situations in the future. AI deepfakes are becoming more common and harder to detect, and the public relations industry needs to be ready for increasing misuse of AI technology. Here are five suggestions.

1. Stay current with the latest technology

If something we see on social media doesn't fit with our preconceived framework of reality, we dismiss it. However, AI systems are already challenging that framework, and they are growing more sophisticated by the day. (For now, you can distinguish a real vs. AI-generated picture by using a program that can spot the difference.)

Public relations specialists need to know as much as possible about AI and its capabilities as the field develops. They should regularly monitor developments in AI-generated content, such as deepfakes and realistic photos, so they can quickly and accurately identify instances of disinformation.

Although AI has the capacity to spread false information, it also presents opportunities to counteract it. Today, AI-powered technologies can be used to check the legitimacy of visual information and make it easier to spot fakes.

When public relations professionals stay current with evolving technology, they can preserve credibility and efficiently combat misinformation.

2. Be proactive with vigilant media surveillance and a crisis communication plan

The best way to handle a crisis—especially one caused by AI-generated disinformation—is to be well-prepared. The lightning-fast nature of information dissemination in today's business landscape means PR professionals need to implement rigorous methods of media monitoring before a crisis arises.

AI-powered systems that can identify and flag possibly fraudulent or manipulated information should be standard on all monitoring platforms. Public relations experts can combat the spread of fake news by ensuring reliable monitoring systems are in place.

Also, PR teams should prepare for the possibility of a false information incident by creating detailed crisis communication plans. Prompt action, truthful communication, and participation from influential stakeholders are all essential components of effective crisis management preparation.

Plan ahead for an image crisis and invest in a strategy to stay ahead of the news. If PR pros are caught off guard, the global influence of social media will always beat them to the punch, which is why they must be ready to stay on top of the latest hoaxes by countering them with hard evidence.

3. Foster solid connections with fact-checkers

As any public relations professional knows, integrity is a key factor in PR work.

AI has the ability to generate written content for clients nearly instantaneously, and fact-checking the content it produces for potential errors and outright false claims is an absolute necessity in staying committed to ethically producing work. Failing to do so could not only compromise the integrity of your work but also hold your client accountable for maligned statements the AI produces.

The best way to counteract AI-generated disinformation is to work with fact-checking organizations and journalists who focus on debunking misleading information. By fostering solid relationships with such groups, PR pros will have access to timely and accurate information, allowing them to challenge misleading narratives promptly and effectively.

Because media channels present varying points of view, look into several of them before settling on one. In today's hyper-digitized world, gathering information from various trusted sources before making any definitive claims is crucial. Any history of pushing misleading material can be detrimental to your image and professional reputation as a public relations specialist, so screen your sources and keep a clean reputation.

4. Ensure clients' data safety

One prominent issue regarding the use of AI in the realm of public relations is the issue of keeping clients' sensitive data and information private. Many AI programs, including ChatGPT, are fueled by machine-learning capabilities, meaning they are able to not only retain the information they are fed from users but also learn and form new conclusions based on that data.

For those in the PR industry, that functionality poses an additional risk. If an AI tool is fed undisclosed information or sensitive data about a particular client, that information is retained and could be unintentionally generated by another user's prompt—even months later.

To avoid this, it's vital that PR professionals never submit any sensitive information or private data about or from their clients to AI programs. Instead, any and all data we feed them must be properly vetted with multiple checkpoints to avoid any accidental leaks or disclosures that could potentially harm our clients' (or our own) authenticity and integrity.

5. Build trust with transparency

Transparency is crucial in this age of AI-generated information. Public relations practitioners who want to dispel rumors and falsehoods should prioritize transparency in their messaging.

In the face of AI-generated misinformation, open communication, proactive involvement with stakeholders, and timely updates can develop confidence and credibility.

Truthfulness is essential in all of our communications, and connections based on dishonesty go against the nature of public relations. Our line of work relies on developing relationships based on credibility. We must serve as the most reliable and trusted resource for audiences within and beyond the organization.

As we enter the era of intelligent machines, the question of trustworthiness is becoming paramount. Everything boils down to transparency and trust.

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The episode with the AI-generated photo of a phony Pentagon explosion is a stark reminder of the difficulties AI will present in the field of public relations. As AI develops further, PR experts will need to be prepared to counteract false information generated by computers as our clients continue looking to us for an expert opinion.

The Internet and social media are technologies that have already altered the nature of modern media relations. In the same way, the advent of advanced AI systems brings revolutionary opportunities and threats alike to our field. We must understand and use AI as a tool while also remaining vigilant against its exploitation.