Knowing Thy Enemy and Fighting the Good Fight: A Framework for Organizational Preparation for and Response to AI-driven Disinformation Campaigns

Elise Karinshak (undergraduate student) and Yan Jin’s paper "Knowing Thy Enemy and Fighting the Good Fight: A Framework for Organizational Preparation for and Response to AI-driven Disinformation Campaigns" received the Emerald Professional Impact Award from Journal of Communication Management at the 24th EUPRERA Congress, Vienna, Austria.

Abstract: Disinformation, false information designed to mislead, can significantly damage

organizational operation and reputation, interfering with communication and relationship

management in a wide breadth of risk and crisis contexts. Disinformation literature in security and computer science has assessed how previously introduced technologies have affected disinformation, demanding a systematic and coordinated approach for sustainable counter-disinformation efforts. However, there is a lack of theory-driven, evidence-based research and practice in public relations that advises how organizations can effectively and proactively manage risks and crises driven by AI. As a first step in closing this research-practice gap, we first synthesize theoretical and technical literature characterizing the effects of AI on disinformation. Upon this review, we propose a conceptual framework for disinformation response in the corporate sector, that assesses (1) technologies affecting disinformation attacks and counterattacks and (2) how organizations can proactively prepare and equip communication teams to better protect businesses and stakeholders.