Leadership & Public Speaking | Artificial Intelligence

Navigating Crisis Communication in the Age of Deepfakes

13 November 2026 2 min read هدهد تك | Hudhud Tech

At Ragan’s Future of Communications Conference in Austin, experts addressed the growing challenges of crisis communication in an age where convincing deepfakes can mislead employees and reporters before the truth is established.

Lisa Burris, senior director of corporate communications at Elevance Health, highlighted two primary challenges for crisis communicators: establishing the reality of a situation and understanding stakeholders’ perceptions, which may differ significantly.

Burris noted that while impersonation and cyber incidents are not new, the sophistication of fabricated content has increased, complicating the landscape for communicators. She stated, “Technology hasn’t replaced the fundamentals of crisis communication, but it’s intensified the consequences of getting it wrong.”

She emphasized that accuracy, empathy, and transparency remain crucial, but the speed of information verification and decision-making under pressure has become more critical than ever.

Adapting Crisis Plans

Burris pointed out that traditional approval processes for communicators are often inadequate in today’s fast-paced information environment. She advocates for a crisis response model that can withstand multiple simultaneous threats.

“Not every organization needs a new playbook,” she said, urging organizations to evaluate the effectiveness of their existing plans in the current context.

She warned that delays caused by teams operating on different timelines can pose greater risks than the threats themselves. Burris stressed the importance of integrating communications into the response command center from the outset.

Monitoring Audience Reactions

Burris mentioned that while media coverage and share of voice are important metrics, they may not capture the full impact of a crisis, especially when operational disruptions occur alongside reputational damage.

“A rise in negative sentiment may be important,” she said, “but a surge in customer calls or employee confusion could be much more urgent.”

Hilary Nemchik, vice president of external affairs at the U.S. Center for SafeSport, shared her experience of using AI to analyze web analytics and media data, helping her team identify trends and improve communication strategies.

Making Tough Decisions

Burris discussed the difficulty of deciding when to communicate during a crisis. She cautioned against rushing to share potentially inaccurate information while also recognizing the need to provide timely guidance to those affected.

“We don’t have to know everything to communicate responsibly,” she said, emphasizing the need for clarity about what is known and unknown.

Nemchik added that credibility is built over time through consistent and clear communication, which is essential for successfully engaging with audiences.

For more insights from Ragan’s Future of Communications Conference in Austin, stay tuned to Ragan.com.