Last week I joined the team at Signal AI, along with twenty other leading communications professionals, to discuss (and debate) the challenges and opportunities of Artificial Intelligence (AI). The room was cautiously optimistic about generative AI but in today’s digital landscape, the ubiquity of the technology presents new challenges for PR professionals in protecting brand reputation.
In particular, the emergence of deep fakes and misinformation campaigns calls for proactive strategies to safeguard organisations and proactively navigate this evolving landscape – here’s how:
Protecting Reputation: The Key Imperative
Brand reputation is the lifeblood of any organisation, and in the face of generative AI, its protection becomes crucial. Understanding the risks associated with deep fakes and misinformation campaigns, which can swiftly damage a brand’s credibility, is critical. Proactive measures are essential to safeguard brand reputation, ensuring stakeholders’ trust and loyalty remain intact.
Consistency and Authenticity: The Foundation
Establishing a consistent and authentic brand representation is paramount. Focus on cultivating a unified brand voice (the personality your brand takes on in all its communications) and messaging across all channels. By reinforcing the brand narrative through compelling storytelling and consistent delivery of brand-led messages, companies can build trust and differentiate themselves from AI-generated content. This authenticity acts as a protective shield against misinformation.
Data and Proof Points: Strengthening Credibility
Provide clear proof points and data to support your brand’s insights and claims. Tangible evidence helps bolster credibility and counter false narratives. Presenting factual information and robust data can help to demonstrate an organisation’s expertise and enhance brand trust. This strategic approach empowers businesses to safeguard their reputation in an AI-driven world.
Leveraging Platforms: Controlled Messaging
Platforms under the company’s control, such as the official website and social media channels, play a pivotal role in reinforcing messaging. Leverage these platforms to disseminate accurate and reliable information, countering the potential spread of misinformation. By maintaining control over the content’s dissemination, brands can redirect audiences to reliable sources and mitigate reputational risks associated with generative AI.
Humanising the Brand: Authenticity and Trust
In an AI-driven world, personalised messaging and humanising the brand are crucial for building authenticity and trust. Emphasise transparent and genuine communication to establish an emotional connection with audiences. LinkedIn is a powerful channel for executive teams to communicate in this way and PR people are well-placed to support their leadership to do this. By showcasing the human side of the brand, companies can distinguish themselves from AI-generated content and foster stronger relationships with stakeholders.
Educate Employees: Truth Squad
Educate your employees about the risks of AI and make sure they know the potential negative effects. If your company allows employee access to generative AI platforms such as ChatGPT or Bard, write an AI policy so teams are clear on what is – and what isn’t – ok. Make sure they know how to identify fake news, deepfakes and other forms of harmful content and have a well-documented process for them to do so.
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At Pagefield, we’re helping our clients navigate the digital landscape and adapt their strategies to protect brand reputation in the age of generative AI. From supporting on crisis communications plans and drafting AI policies, to creating digital content and data-led storytelling, get in touch at hello@pagefield.co.uk if we can help.
