How Deepfakes and Fake News Are Shaping Influence

Misinformation has become more prevalent thanks to the increase in AI-generated content. This poses new challenges for public relations professionals and makes true influence harder to achieve.

Is this a PR nightmare? Or a manageable hurdle?

A recent industry survey by Notified and PRWeek provides valuable insights into this pressing issue. Keep reading to learn more!

Deepfakes: A Major Concern or Overblown Fear?

The survey, which took the pulse of more than 150 agency and in-house leaders, revealed some eye-opening statistics:

• 58% of PR pros see deepfakes as a major threat to the organizations they represent. This number indicates significant concern within the industry. But is this fear justified?
  
  
• Only 13% of respondents report actual reputational damage from deepfakes. This suggests that while the fear is real, the tangible impact might be less severe than anticipated – thus far.

Ensuring the trustworthiness of corporate communications has become crucial. And our survey dug deeper to determine the true sentiment around this growing threat.

Understanding Deepfakes: A Closer Look

Key survey findings highlight the widespread awareness and impact of deepfakes among PR pros:

• 79% say they have directly experienced or fully understand the "measurable and quantifiable danger" that fake news and deepfakes pose to brand reputation.
  
  
• 72% have felt the increased costs and resources devoted to combating fake news and deepfakes.
  
  
• 70% of respondents have experienced or understand the danger of fake news and deepfakes to maintaining customer trust and profitability.

Despite this awareness, 70% of respondents said they devote less than 10% of their time to dealing with the fallout from or preventing the negative repercussions on their brand.

Glenn Zaccara, VP of Communications at UPS, shared this: “Fake news often shows up in media outlets at the extremes of the political spectrum. And because these outlets are increasingly catering to the perspectives and beliefs of their audiences, they often don’t reach out to get a company’s point of view.”

The Role of Technology: Friend or Foe?

Sophisticated tools have made it easier to create these falsehoods, highlighting the problem technology can cause. But technology also offers solutions.

Adam Christensen, CMO at Notified, explained: “Technology has been developed and is getting more advanced, that would serve as a ledger for a piece of content that can be continuously verified and reverified to the original source. Think of it as blockchain management, but instead of cryptocurrency being tracked, it’s information.”

For example, a recent innovation from Notified and CLEAR now provides a strong solution for establishing trusted press releases – the cornerstone of any PR strategy.

The Importance of Establishing Trusted Sources

To defend against misrepresentations, CLEAR Verified is now offered on GlobeNewswire. This new feature will set the standard for news security by confirming press releases are issued by a verified individual. 

Utilizing CLEAR® identity verification technology, CLEAR Verified is available in addition to current robust security processes. Current CLEAR users verify in one step, while new users enroll seamlessly with an I.D. and a quick selfie.  

After authentication, a “CLEAR Verified” digital badge is added to press releases on GlobeNewswire.com, giving audiences confidence that company news was published by a verified individual.  

You can learn more about this new enhancement that’s currently available for U.S customers.

Adapting To the New Age of Influence

As PR pros adjust to these challenges, and use new technology solutions, our report provides greater insights that communicators can use to inform strategies.

Download the report to learn more about:

• The dangers of decentralization: The rise of social media and other digital platforms has fragmented the media landscape. Consumers are exposed to information from a wider range of sources, making it harder for brands to control the narrative.
  
  
• Using AI for enhanced storytelling: The report finds growing enthusiasm for AI’s potential. Nearly half (48%) of respondents are excited about AI's impact, a significant rise from 2023 (32%).
  
  
• The future of PR skills: The skill sets needed for success in PR are evolving. AI fluency is projected to be a top skill in five years, with 77% of respondents considering it crucial. However, core skills like emotional intelligence and strong writing (editing) remain important.