Why Media Monitoring Is Crucial In The Age Of Deepfakes And Misinformation


Knowing how you are portrayed in the media is crucial in today’s “fake news” era. Since dramatic headlines can quickly go viral, the reality may not have time to respond.

Fake images, voices, and videos can seriously harm a company’s reputation, especially with the development of artificial intelligence (AI) technology. So what is the best line of defense for you?

The entire subject of media monitoring will be covered in this article. We’ll discuss key locations where you need to exercise caution and how to be proactive in an emergency.

What exactly is media monitoring?

Media monitoring is listening to who’s saying what about you, your brand, your competitors, and your industry.

All types of content, including print and broadcasts on television, radio, and social media platforms, will be covered by an efficient media monitoring strategy.

You need to be cautious of some hazards as AI technology develops. These consist of:


Deepfakes are computer-generated pictures, movies, or audio recordings. They are made to appear authentic to the public in order to annoy, intimidate, mock, or damage the reputation of a person or business.

Deepfake technology can now be seen in everything from political smear campaigns to marketing, educational videos, and research to criminal activities like impersonation, slander, and causing civil unrest.

Earlier this year, for example, a deepfake image of an explosion at the Pentagon went viral online, causing a dip in the US stock market before people realized it was entirely fake.

Earlier this year, for example, a deepfake image of an explosion at the Pentagon went viral online, causing a dip in the US stock market before people realized it was entirely fake.

The concern here is how easily and quickly this content is created. Advances in AI technology mean a person can make a realistic-looking video in just 8 minutes.

The fear is that now cyber criminals are using this technology. For example, they can create fake content to blackmail people. As such, being aware of this emerging technology, and training yourself to verify content before engaging with accounts online, is of the utmost importance.


Sensational stories often get more clicks, and research has shown that fake news spreads faster on social media platforms than actual, verified news stories.

For any person or business in the public eye, this can be quite a concerning trend, as criminals can use AI technology to quickly populate websites and post on social media to drive engagement toward their posts.

Data breaches

Especially if dealing with personal or sensitive information, a data breach can erode public trust and ruin a business’s reputation. It can be simply devastating.

These leaks often result from cyberattacks from criminals who’ve found a vulnerability in your security and infected a system or device to extract information. Active media monitoring can help detect a leak and minimize fallout.

3 ways to protect yourself against AI misinformation

1.   Use cybersecurity tools

If you’re concerned about sensitive data entering the public domain, you must invest in cybersecurity tools that protect your systems and employees’ devices.

Introduce security protocols that put cybersecurity at the forefront of your everyday work. Invest in staff training, and teach them the Do’s and Don’ts of clicking on links, downloading files, and hiding personal information.

Consider cybersecurity tools like a tracker blocker, which can stop third-party trackers from collecting personal data from users, and up-to-date antimalware software to prevent viruses from spreading through devices.

2.   Verify your side of the story

A good defense against fake news or an emerging crisis is having the contacts of reputable journalists and influencers at hand. These people will have a platform you can use to tell your side of events quickly.

Not only can these people help clear the air in an emergency, but by building trust and rapport with them, they will approach you before any future stories to verify or deny a story ahead of time.

3.   Be proactive

Being proactive on social media can help you anticipate threats and prevent impersonation. An active presence on all major social media ensures you can track how and when the public mentions your brand and in what context.

Not only can a verified account prevent impersonation, but you’ll be able to report any malicious content you find to website moderators.

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