Resilient Reputation in a World in Flux 

In an era where AI-generated falsehoods can ignite social media firestorms in minutes, today’s organisations face threats to their reputations that can strike in an instant and inflict irreparable damage to decades of hard-won trust.  

At a recent seminar hosted by Crown Office Chambers, Alder’s Tim Toulmin explored how organisations can prepare for crises in a landscape transformed by relentless news cycles, evolving journalistic practices, and the growing impact of AI. Here’s a summary of his main insights: 

The Essence of Crisis Comms – Making the High-Stakes Boring 
Crisis communications isn’t traditional PR. When a client faces scrutiny, the goal isn’t to build profile or generate excitement, rather it’s to neutralise risk by making high-stakes situations sound as routine as possible. Achieving this requires preparation and discipline. Teams must plan and align communications and legal strategies early. Understanding stakeholder needs, providing clear and timely updates, communicating consistently, and showing empathy are all essential. When these basics are ignored, even small missteps can ignite furore and fuel negative attention. 

The Changing Newsroom 
Journalists today are expected to produce multiple stories a day, leaving little time for in-depth investigation. Pre-packaged campaigns and “expert” commentary, sometimes from questionable sources, can quickly gain traction (Fox news recently interviewed a balaclava-wearing source described as “former antifa member” who had previously appeared on the show as “Ramon ‘Mundo’ Mendoza,” a former Mexican mafia hitman). 

AI is beginning to reshape reporting, automating routine tasks, streamlining workflows, and changing coverage of court proceedings, which alters how reputational risks emerge. 

AI and Emerging Risks 
Artificial intelligence presents new threats to reputation. Deepfake journalists can extract confidential information, fake websites can publish convincing false statements, and AI clones of real people may be used for harassment or blackmail. These risks highlight the need for proactive planning and regular reviews rather than reactive responses. 

Practical Steps for Crisis Readiness 
Prepared organisations integrate crisis communications with legal strategy and HR policy, anticipate the appearance of false material online, and map out what can be said and when. Teams are trained in advance, online content is monitored proactively, and trusted channels ensure the public and press can distinguish fact from fiction. This combination of foresight, preparation, and clarity helps organisations navigate crises confidently, even in a turbulent media environment. 

By planning effectively and regularly updating crisis communications plans, organisations can protect reputations, manage misinformation, and act decisively when pressure is at its most intense.