Media's responsibility in the AI era: Vice President C P Radhakrishnan's warning, and what PR teams must do now
"Today, with the advance in science, especially in the field of Artificial Intelligence, it is becoming difficult to find the difference between the real and fake news. The media has a more responsible role now. We need to protect the innocent viewers and educate them about the truth," said Vice President C P Radhakrishnan.
For PR and communications teams, this isn't abstract commentary. AI-generated content can distort brand narratives in minutes, push falsehoods into trending feeds, and outpace your response window.
Why this matters for PR and communications
Trust is your core asset. AI makes it easier to fabricate audio, video, and screenshots that look legitimate, while audiences grow numb to disclaimers.
Your strategy needs proof, speed, and systems. That means verifiable assets, faster verification loops, and clear public guidance when you use AI in communications.
An action plan you can implement this quarter
- Build a verification stack: Standardize a three-step check for high-stakes content-source authentication, forensic review (metadata and obvious editing artifacts), and cross-validation with internal records. Use AI detectors as one signal, not a final verdict.
- Ship content with provenance: Sign owned photos, videos, and press materials using content credentials so journalists can verify authenticity. The C2PA standard is a practical starting point.
- Label synthetic content: If you use AI-generated visuals or voice, say so clearly. Keep a short explainer on why and how you used it, and where the original data came from.
- Strengthen media kits: Provide raw files, timestamps, and signed statements alongside edited assets. Maintain a public verification page that hosts hashes or credentials for critical materials.
- Tighten monitoring: Track first-seen URLs, unusual spikes, and account clusters that propel claims about your brand. Maintain a rumor log with time-stamped entries and status (under review, false, true, context needed).
- Crisis-ready responses: Pre-approve holding statements for AI-related incidents (deepfake of an executive, fabricated press note, altered financial data). Set an escalation matrix and a war-room channel with legal, IT, and comms.
- Educate stakeholders: Share a one-page "How to spot a fake" guide with employees, partners, and creators. The goal: fewer accidental amplifiers inside your orbit.
- Policy and governance: Publish an AI use policy for communications-what's allowed, what must be disclosed, and what's prohibited (e.g., synthetic voices of real people without explicit consent).
- Scenario drills: Run quarterly simulations. Include takedown requests, platform coordination, spokesperson swaps, and updates to FAQs within a one-hour window.
Practical checklist for the next 30 days
- Pick one flagship asset (e.g., CEO video) and ship it with content credentials.
- Stand up a verification page on your press site and link it in media emails.
- Draft three AI-specific crisis templates and get legal sign-off.
- Train spokespeople to address deepfake questions in interviews.
- Audit your social listening rules for anomaly detection and first-seen alerts.
What to tell your audience
Be direct: how you verify information, how you label AI-generated content, and where people can confirm the source. Clarity reduces confusion, and it travels well in headlines and quotes.
When misinformation hits, respond with receipts-verifiable files, signed statements, and simple language. Avoid jargon; aim for fast, provable, and human.
Tools and learning
- Content provenance and credentials: Coalition for Content Provenance and Authenticity (C2PA)
- Team upskilling for AI in comms and marketing roles: Complete AI Training - courses by job
The message from Vice President C P Radhakrishnan is clear: protecting audiences and educating them about the truth is now a daily practice, not a slogan. For PR teams, that means building trust into the workflow-so your story stands even when the feed gets noisy.
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