Publication Details
Title:
Strategic Communication in the Era of Synthetic Media: Exploring Organizational Responses to AI-Generated Threats in Ghana
Details:
The rise of synthetic media, characterized by deepfakes and AI-generated misinformation and disinformation, presents serious challenges to strategic communication practices and reputation management. This study explores how strategic communication professionals in Ghana perceive, assess, and respond to these emerging threats. The study used qualitative data from 17 strategic communication professionals across various sectors. The results show that, while professionals are increasingly aware of synthetic media threats, there is a significant gap in organizational preparedness, limited use of detection tools, and a tendency toward reactive communication approaches. The study also finds that resource limitations, lack of leadership support and prioritization, and weak or inadequate policy frameworks hinder effective responses to synthetic media threats. Despite these challenges, the study identifies promising communication strategies, including multi-channel communication, systematic stakeholder engagement, and advocacy for regulatory frameworks and public education. The findings highlight the urgent need for digital literacy initiatives, proactive communication strategies, updates to existing crisis communication plans, and cross-functional collaboration. The study contributes to communication theory by demonstrating how concepts like cultural lag and the ‘liar’s dividend’ manifest within emerging markets, providing practical insights for effective strategic communication in the digital age.