Crisis Communication in 2025: Key Findings from the Reuters Institute Report

From AI Misinformation to Platform Shifts: A Strategic Guide for Emergency Response Leaders

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Dear reader,

The recently published Reuters Institute’s Journalism and Technology Trends and Predictions 20251 report sheds light on the growing complexity of crisis communications in a volatile and technology-driven world.

From the disruptive impact of generative AI to changing audience behaviour, the findings present both significant challenges and opportunities for risk, crisis, and emergency communicators.

In this week’s edition of the Wag The Dog newsletter, I examine the report’s key trends through the lens of risk communication and review the principles of my blueprint for the Universal Adaptive Crisis Communication (UACC) Framework - a project still in development that aims to support communicators with adaptive, actionable strategies for today’s interconnected crises.

Happy reading and let me know what you think 👍

Table of Contents

Critical implications for communicators

Crisis communicators are currently facing an unparalleled array of challenges, including navigating real-time misinformation, adapting to swiftly evolving digital platforms, rebuilding waning public trust, and satisfying the increasing demand for innovative content delivery.

These overlapping pressures necessitate a fundamental transformation in how emergency response teams devise their communication strategies for 2025 and beyond.

1. Fighting misinformation in real time

The rise of AI-driven misinformation poses a direct threat in times of crisis. Tools like ChatGPT and Perplexity are changing the information ecosystem, but they also enable the rapid dissemination of misleading or harmful content, which can complicate public response in emergencies.2

Implications for crisis communicators:

  • Develop rapid response protocols to combat misinformation as soon as it emerges

  • Work with platforms and technology companies to ensure access to accurate AI-driven summaries during crises

  • Train communications teams to recognise and address false reports before they escalate

2. Shift to emerging platforms

The report highlights the growing dominance of platforms such as TikTok, YouTube, and Instagram, particularly among younger demographics. As traditional channels such as Facebook and Twitter decline in importance, communicators must adapt to the formats and styles that resonate on these newer platforms.3

Implications for crisis communicators:

  • Develop platform-specific strategies that tailor crisis messages to short videos, infographics, or interactive stories.

  • Engage trusted influencers and creatives to effectively communicate key information to a niche audience.

  • Use these platforms not only for distribution but also to engage with your audience in real time.

3. Restoring trust amidst waning confidence

The report highlights the ongoing erosion of trust in traditional media and institutional communications, with only 41% of industry leaders expressing confidence in the future of journalism. This growing mistrust poses challenges for communicators when it comes to maintaining credibility in times of crisis.4

Implications for crisis communicators:

  • Focus on transparency and clarity and ensure that all messages are fact-checked and actionable.

  • Speak directly to communities through local leaders, influencers, or organisations to build credibility.

  • Use storytelling techniques that reflect empathy and shared experiences to build a stronger bond with the audience.

4. Use media innovation to fulfil audience expectations

Audiences increasingly expect personalised, interactive, and cross-format content. Innovations such as AI-powered translations, audio summaries, and interactive dashboards offer communicators the opportunity to engage audiences more effectively.5

Implications for crisis communicators:

  • Invest in tools that convert updates into different formats (audio, visual, or text-based) to meet the different needs of the target audience.

  • Use AI to provide real-time translations for multicultural and multilingual communities in emergencies

  • Explore digital platforms and apps to centralise information and make it accessible and usable for local people.

Testing the UACC Framework

The challenges described in the report closely align with the goals of my draft Universal Adaptive Crisis Communication (UACC) Framework, which is designed to help communicators respond to today’s multiple crises.

  • Understand: Understand stakeholders, platforms, and emerging trends to identify audience needs and potential threats from misinformation.

  • Adapt: Embrace new formats and tools such as AI-driven content and platform-specific strategies to stay relevant.

  • Collaborate: Build partnerships with platforms, influencers, and trusted institutions to distribute accurate and insightful stories.

  • Communicate: Deliver timely, transparent, and culturally sensitive messages that prioritise trust and clarity.

A call to action for communicators

The Journalism and Technology Trends 2025 report is a wake-up call for risk, crisis, and emergency communicators.

The changing media landscape requires innovation, flexibility, and a new focus on trust and transparency. By tackling misinformation, engaging audiences on their preferred platforms, and using audience-centric tools, communicators can overcome these challenges.

While the UACC framework is still under development, it has proven to be a valuable tool for aligning communication strategies with the challenges described in the report.

By focusing on adaptability, collaboration, and empathy, the framework offers a forward-looking approach to managing today’s unpredictable crises.

As communicators, our role extends beyond reaction to anticipation. We must develop systems and strategies that prepare us for a future where crises are constant and trust is our most valuable asset.

References and further reading.

1  Newman, N., & Cherubini, F. (n.d.). Journalism and Technology Trends and Predictions 2025. Retrieved January 10, 2025, from https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2025-01/Trends_and_Predictions_2025.pdf

2  Fogerlog. (2024, December 3). The Rise Of AI-Powered Fake News In Geopolitical Conflicts. Phishing Tackle. https://phishingtackle.com/articles/the-rise-of-ai-powered-fake-news-in-geopolitical-conflicts/?t

3  Brennan, H. (n.d.). A Qualitative Case Study on TikTok by Halle Brennan -5 A Qualitative Case Study on TikTok: The Silver Lining for Brands During the Coronavirus Pandemic. Retrieved January 11, 2025, from https://eloncdn.blob.core.windows.net/eu3/sites/153/2021/12/01-Brennan.pdf?t

4  Trust in crisis: Europe’s social contract under threat | European Foundation for the Improvement of Living and Working Conditions. (2019). Europa.eu. https://www.eurofound.europa.eu/en/blog/2024/trust-crisis-europes-social-contract-under-threat?t

5  Industry Insights: Engaging audiences through personalization and innovation. (2015). NewscastStudio. https://www.newscaststudio.com/2024/12/12/broadcast-personalization-audience-engagement-roundtable/?t

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What I am reading/testing/checking out:

  • Tool: Press Ranger is a suite of AI-powered PR tools that make finding and pitching journalists quick and easy.

  • Book: Handbook of Risk, Crisis, and Disaster Communication by Brooke Fisher Liu and Amisha M. Mehta

  • Example: an AI agent that can browse the web and act on data for you.

  • Tool: Deepwriter - an AI companion for all your writing needs.

Let’s meet!

Here are the events and conferences I'll be speaking at. If you're around, feel free to message me, and we can meet up for a coffee or a Negroni.

  • 🇧🇪 AI in PR Boot Camp II, 20-21 February 2025, Brussels, Belgium

  • 🇯🇵 The EU-Japan Forum on Research and Innovation Communication in Support of Disaster Societal Resilience and Risk Governance  - 3–4 March 2025  - Kyoto University, Uji Campus

  • 🇦🇪 Abu Dhabi, soon to be announced…

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Parts of this newsletter were created using AI technology to draft content. In addition, all AI-generated images include a caption stating, 'This image was created using AI'. These changes were made in line with the transparency requirements of the EU AI law for AI-generated content. Some links in this newsletter may be affiliate links, meaning I earn a small commission if you click and make a purchase; however, I only promote tools and services that I have tested, use myself, or am convinced will make a positive difference.

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