The Seven ‘Jeopardies’ Of Modern Crisis Communications, By Instinctif Partners’ Kim Polley
The past year’s leaps in AI, environmental crises, and escalating global conflicts have fundamentally reshaped crisis communications. This field, once centred around reputation management, now navigates a labyrinth of power, influence, and ethics, shaping narratives at all levels.
In this time of escalating change and an increasingly vigilant public, it’s imperative therefore to confront the emerging underbelly of crisis communications. This article delves into seven critical ‘jeopardies’ that could destabilise ethical crisis communication strategies.
- Corporate Narrative in Crisis Management: Multinational corporations wield considerable power in shaping crisis narratives, raising ethical concerns about the balance between public interest and corporate agendas. The question looms: When does crisis communication morph from a tool for transparency into a mechanism for control?
- Echo Chambers and Technology: The rise of AI and social media has transformed crisis communication but also fostered echo chambers, amplifying certain voices while silencing others. This leads to a polarised public sphere, ripe for misinformation. The role of technology companies is contentious: Are they neutral information channels or responsible for the societal impact of their content?
- AI’s Manipulative Potential: With its predictive and analytical prowess, the line between using AI for effective crisis communication and using it for public opinion manipulation is increasingly blurred. Also, will companies who pay for premium subscriptions have the power to influence what these systems learn, and therefore what biases they hold and propagate in their free user prompt responses? This raises a fundamental question: Are we inadvertently allowing AI to dictate the course of public discourse, and if so, at what cost?
- Social Media as Truth Arbiters: Social media platforms wield significant power in amplifying or suppressing messages, placing them controversially as arbiters of truth. Can these corporate-owned platforms, with inherent biases, be trusted to make impartial, ethics-based decisions during crises?
- The Age of Outrage: Today’s culture of outrage influences corporate communications, often leading to strategies more focused on appeasing public sentiment than addressing root issues. This raises the dilemma: Are organisations prioritizing public appeasement over genuine problem-solving?
- Geopolitical Communication Challenges: Communicating in geopolitical crises requires balancing diverse regional interests with maintaining a cohesive narrative, presenting ethical complexities often overlooked. How do multinationals navigate commercial interests in contentious markets while adhering to ethical and governance standards?
- Environmental Greenwashing: The era’s environmental focus casts a spotlight on greenwashing, where companies falsely claim environmental stewardship. This deceptive practice not only misleads the public but also undermines authentic sustainability efforts.
As we confront these challenges, questions about the authenticity and integrity of communication in crisis management are key. Are we merely adapting to technological advancements, or actively grappling with the ethical dilemmas they present?
In an age where truth is commoditised, the role of crisis communication professionals is more critical than ever. We aren’t just managing information; we’re safeguarding the integrity of narratives. The choices we make today will shape the future of ethical crisis communication. It’s time to look in the mirror and ask yourself: what will you do?
Kim Polley
Kim is a disciplined, creative and energetic advocacy, corporate affairs and ESG professional, with a career spanning multiple markets in UK, Europe and Africa, with international experience in business, government, civil society and education. She is an accomplished business unit leader, reputation strategist, CEO advisor and development / sustainability specialist and commentator. Kim believes that ESG disclosure, sustainability and corporate performance are linked, and works with clients to secure the alignment of their in-market operations with stakeholder expectations, assisting them in identifying partnerships and building alliances that support their ambitions. Building inclusive economies that consider the needs of all stakeholders, no matter where they sit in the value chain, is critical not only to securing sustainable development, but organizational sustainability too. Intrinsic to her mindset is a focus on facilitating collaboration between public and private sector to foster impactful investments and economic development in line with the global shared value principles.
