The erosion of trust is a key issue facing corporate storytellers. And a major reason for this is the proliferation of fake news.
Misinformation has flooded every corner of the internet. Deepfakes — images, videos or audio manipulated by AI tools to create falsehoods — can spread like wildfire.
This creates questions public relations pros will need to answer: How can brands deal with the fallout from fake news? And how can the negative impact of fake news be prevented altogether?
Our recent webinar brought together a panel of industry leaders to answer these questions and more.
Featuring Adam Christensen, Chief Marketing Officer at Notified, Bevin Maguire, CCO & VP of Corporate Communications at Applied Materials and Glenn Zaccara, VP of US Media Relations at UPS, the group shared valuable insights and important insights every corporate communicator should take note of.
Keep reading to learn more - and then watch the full conversation on demand.
A recent Notified/PRWeek survey of in-house and agency leaders revealed that 58% of respondents view fake news and deepfakes as one of the biggest threats to corporate storytellers.
This statistic shows the urgency in addressing the spread of misinformation, which can harm reputations and undermine trust. Recent high-profile incidents, such as the $25 million Hong Kong scam, illustrate the growing prevalence of these deceptive tactics.
Christensen highlighted the need for technological solutions to tackle this technological problem. He also pointed out that minimizing the damage caused by fake news requires verifying information and establishing genuine human connections. "The only thing that inoculates this is prior exposure to the truth," he said.
He stressed the importance of building trust in your brand to create a solid foundation that can withstand misinformation. "You can overcome things by building trust and creating that currency around your brand."
Zaccara shared the concern that the threat of fake news and deepfakes will only grow.
"I expect that number [58%] to be higher next year. The more I research and understand what’s happening, audio deepfakes and deepfakes, this is very real and very complicated and very damaging," he noted.
Zaccara highlighted the responsibility of communicators to correct false information swiftly and decisively. "We as communicators have a responsibility to correct the record when we can…fast and first."
Maguire discussed the new proactive measures that communicators will need to take.
"There are things we’ll have to learn as communicators," she said, emphasizing the need for ongoing education, adaptation and new solutions.
She suggested learning from industries such as entertainment and politics, which are dealing with deepfakes and using strategies such as video watermarking and digital signatures.
The webinar highlighted additional strategies PR pros can begin to implement to build trust and gain influence.
These include:
As we move further into 2024, the ability to build trust and gain influence will be more critical than ever before. And these insights provide a valuable roadmap for communicators beginning to navigate this complex landscape.
Don't miss out on the full discussion. Watch the webinar on demand!