On May 22, 2023, a false report of an explosion at the Pentagon was posted on Twitter, causing panic and a stock market dip. PR professionals must stay current with technology, monitor media vigilantly, foster connections with fact-checkers, ensure client data security, and build trust with transparency to combat AI-generated disinformation.
AI-powered systems can identify and flag potentially fraudulent or manipulated information, and PR teams should create detailed crisis communication plans. PR professionals should also never submit sensitive information to AI programs and always screen sources.
Transparency is essential to dispel rumors and falsehoods, and PR experts should understand and use AI as a tool while remaining vigilant against its misuse. The Internet and social media have already altered media relations, and the advent of advanced AI systems brings revolutionary opportunities and threats alike.
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Face the Digital Age of AI in PR and Avoid Pitfalls: Five Ways to Prepare
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