May 17, 2023
Mass Misinformation Leading to New Mitigation Efforts
A new era of AI and digital deepfakes has magnified misinformation across the globe. In Turkey—where the presidential election is headed to a runoff—both campaigns have accused each other of disinformation tactics. In Paraguay, media outlets formed an alliance to fact-check false claims during the recent presidential election. The U.S. faces multiple misinformation threats heading into the 2024 elections, with AI-generated advertisements already going viral.
As people and societies adjust, new efforts are underway to address growing concerns. In the U.S., Congress recently held hearings on nation-state information warfare. At an AI hearing this week, lawmakers heard calls for regulatory oversight of artificial intelligence. In Europe, lawmakers are quicky moving to implement the EU Artificial Intelligence Act, which would classify AI systems based on risk factor.
More Moves in a Changing Media Landscape
Major shakeups in the media landscape are seeing no signs of slowing down. Vice Media officially filed for Chapter 11 bankruptcy, citing $834 million in debts. MTV News has shut down after parent company Paramount cut one-quarter of its workforce. A prolonged writers strike is upending network and streamer attempts to court advertisers. The growth of FAST (Free Ad-supported Streaming Television) platforms continue catching up with cable, and some startups are providing free televisions with constant ad displays.
Changing markets are leading some legacy news outlets to adapt. Following stalled ad revenue and slower subscriber growth, The New York Times will provide news content for Google platforms in a deal worth nearly $100 million over three years. Some newspapers are shifting distribution—South Carolina’s The Times and Democrat is moving to a three-day delivery schedule.
Reputation Management Remains Crucial
Reputational risks have risen in recent years. A new USC Annenberg School for Communication and Journalism report finds that good corporate reputations carry tangible benefits—from financial performance to talent retention. To measure reputation, companies should adopt robust monitoring methods to keep ahead of potential crises.
With a potential crisis just around every corner, PR professionals must keep proper protocols. Communications counsel should prepare executives as they make decisions that inevitably impact reputation. More communicators are reevaluating their own reputations as a fragmented media landscape has raised client expectations.
Mitigating Misinformation, Media Moves, and Reevaluating Reputation
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