PRSA Storytellers: Human + Machine: The New PR Strike Force

Mis- and dis-information moves faster than facts. And when it sticks, it can damage brand perception, erode stakeholder trust and trigger real-world consequences.

From influencer speculation to online conspiracies and coordinated campaigns, online risks are emerging earlier and spreading more subtly than ever. But many organizations still rely on manual keyword tracking, volume-based alerting that miss the signals entirely — or catch them when it’s too late.

This webinar will explore how misinformation becomes a reputational and operational threat — and what it takes to detect risk in time to respond. We’ll examine how AI can help surface risk patterns at scale, and why human judgment remains essential to distinguish emerging threats from noise, confirming whether content reflects real issues or misinformation.

This isn’t just a communications challenge — it’s a cross-functional risk issue where comms leaders are often the first to spot the signals and the bridge between legal, risk and public response teams. And it’s why PR and comms leaders must be part of the conversation, operating as a unified strike force to detect and manage online threats before they escalate.

At the end of this webinar, participants will:

• Understand how low-volume alerts online can evolve into reputational or operational risk.
• Identify the limitations of traditional monitoring methods for detecting misinformation.
• Leave with a framework for proactive online risk intelligence they can bring back to their team.