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4 min read
Deepfakes, the use of artificial intelligence (AI) to create hyper-realistic but entirely fake videos, audio, or images, pose a serious threat to organizations and people as they are designed to spread misinformation and disinformation. With advances in technology, anyone can have the ability to manipulate content to an alarming degree and as more and more deepfakes are created, they can damage reputations, spread lies and mislead audiences.
In fact, research has found that the number of deepfakes online has been doubling every six months, and in 2023, roughly 500,000 video and voice deepfakes were shared on various social media platforms. By 2025, it’s expected that there will be 8 million deepfakes shared online.
As deepfake technology becomes more accessible and sophisticated, organizations need to take strategic public relations steps to detect, combat, and manage these digital threats before they become a crisis. Here’s how PR efforts can help mitigate the impact of deepfakes.
Proactive Communication and Transparency
The first step in combatting deepfakes is proactive communication. Organizations should regularly provide clear, accurate, and transparent messaging through their official channels, such as a website, social media, blogs or newsletters. By establishing a solid presence online, organizations can create an authoritative and consistent voice that audiences will recognize and trust.
Education and Media Literacy Campaigns
A proactive public relations strategy also includes educating the public on the dangers of deepfakes and how to spot them. Recent stats have shown that the average person has about a 62% accuracy rate when identifying a deepfake image. Through media literacy campaigns, organizations can help audiences understand the risks posed by manipulated media and teach them how to verify sources and authenticate content.
Leverage Trusted Influencers and Partners
In today’s digital age, influencers and key industry leaders hold significant sway over public opinion. By partnering with trusted figures who have established credibility, organizations can help counteract deepfakes. Influencers, subject matter experts, or industry professionals can use their platforms to disprove deepfake content, clarify misconceptions, and share accurate information to restore credibility.
Monitoring and Rapid Response Systems
A comprehensive monitoring strategy is essential for combatting deepfakes. Employing social listening tools, media monitoring platforms, and AI-powered software can track online conversations, social media posts, and video content for signs of deepfake activity. Monitoring allows organizations to detect deepfake content as soon as it appears, preventing it from spreading unchecked.
Once a deepfake is identified, a rapid-response team should be ready to act in order to prevent a crisis. This includes having pre-approved templates for issuing statements, a designated spokesperson for addressing the issue, and a process in place for reaching out to platforms hosting the manipulated content. Speed is critical: the faster an organization can address the deepfake, the less likely it is that the false content will go viral.
Collaborate with Technology Companies and Fact-Checkers
Combating deepfakes requires collaboration with both technology companies and fact-checking organizations. Social media platforms, video-sharing websites, and other tech companies are increasingly adopting deepfake detection tools. Organizations should work with these companies to ensure that manipulated content is flagged and removed promptly.
Fact-checkers also play a crucial role in debunking deepfakes. By partnering with trusted fact-checking providers, companies can help ensure that accurate information is disseminated. Fact-checking groups can publish reports or posts that expose deepfake videos as fraudulent, providing irrefutable evidence to counteract the disinformation.
As deepfake technology continues to evolve, the role of public relations in defending organizations from these digital threats becomes more important. Proactive communication, strategic partnerships, real-time monitoring, and public education are all essential components of a PR strategy aimed at combating deepfakes. By embracing these efforts, organizations can protect their reputation, maintain public trust, and ensure that they remain credible in the face of increasingly sophisticated digital attacks.
For more on how Xenophon’s PR team can help mitigate the damage caused by deepfakes and safeguard brands, please visit us at: https://xenophonstrategies.com/services/media-relations.
