Two Predictions for 2024: One Real, One 'Fake'
The authority on mixternal communications
Once again I was asked by Poppulo for my prediction on comms trends and opportunities for our profession in the new year.
Last year I predicted we would see fewer comms about social issues. Aside from the two-week swirl around what to say about the Israel/Hamas war, I think I was mostly right.
Given the current backlash in the U.S. against DEI programs in government, universities, and corporations, I contend the trend will hold steady next year.
For 2024 I have two predictions, one real and one “fake.”
Picket Lines
The first prophecy is that momentum behind the small-ish but vocal union efforts in the U.S. will gather steam across industries. (If you think unionization is an issue reserved for Fortune 500 companies, think again.) As I say for Poppulo:
Union successes in 2023 at spotlight-grabbing companies like Amazon, Starbucks, UPS, and the Big Three auto companies will fan the flames of unionization across the United States next year.
Communication professionals at companies large and small should not sit on the sidelines. Preparing communications strategies to counter potential unionization efforts will secure your seat at the table, should you hear the calls for a union vote.
As with any crisis comms effort, it’s better to be over-prepared ($) than to be caught flat-footed.
Continue reading on Poppulo’s blog.
For Real?
The second prediction is about deepfakes.
Webster’s Dictionary jumped the gun when it announced “authentic” as their 2023 Word of the Year. One of the reasons for their selection is inspired by “the rise of artificial intelligence” and, along with it, deepfake content, a problem we will surely and seriously contend with next year.
Geoffery Hinton, the so-called “godfather of AI,” is concerned the internet will be flooded with fake photos, videos, and text. Take note. (Take cover?)
The U.S. presidential election in 2024 (and elections in 39 other countries) will be peppered with fake stories, videos, and audio thanks to the ease of creation enabled by AI.
🚨 Major corporations and CEOs, especially those in the spotlight, may also fall victim to negative news generated from fake assets.
All of this fakery presents an opportunity for comms pros to observe and learn.
How do you spot fake content?
How do companies respond to such shenanigans?
How do you maintain employees’ trust in the company and leadership?
Much like I’ve argued that a framework ($) should be in place in case an unexpected socio-political crisis erupts, proactive comms teams should create a strategy that helps them manage through a fake content emergency.
Develop a comms plan that includes tactics for addressing a deepfake incident that includes cross-functional collaboration, clear roles and responsibilities, and well-defined comms channels.
“We have a deepfake problem,” says Cyrus Beschloss, the CEO of data intelligence company Generation Lab.
The threat is authentic real.
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Disclaimer: Besides running Mister Editorial, I am the editor-in-chief of Digital Publications at Lam Research. The views in this newsletter are my own.
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