OFFSTONE JUNE EDITION 2025

52 CRISIS COMMUNICATION: SPEED, AI, AND STAYING TRUE TO OUR VALUES By: Dr. Siti Zanariah Yusoff zanariahyusoff@unisza.edu.my The author is a senior lecturer at the Faculty of Languages and Communication, Universiti Sultan Zainal Abidin (UniSZA). She holds a Doctor of Philosophy (PhD) in Public Relations from Universiti Sains Malaysia (USM). Her research interests include crisis communication, corporate communication, and Islamic-based public relations. ABSTRACT As digital media grows, one crucial question remains: How do we know right from wrong? With so much information online and tools like Artificial Intelligence (AI) helping make decisions, it is getting harder to tell what is true and what is not. That is one of the biggest challenges, as AI does not have feelings. It just follows the rules it was given. Islam has a powerful reminder: “Tell the truth, even if it is hard.” When a crisis happens, there is often pressure to respond fast. And yes, speed helps. But truth matters more. Introduction Digital media allow information to spread at lightning speed. A video, social media post, or rumour can go viral and spark a crisis for any organization in seconds. Crises can grow within minutes as communication moves into the digital space. At the same time, the growth of Artificial Intelligence (AI) brings both good and bad. AI can make it easier to predict, track, and respond to crises more quickly. However, it also creates problems like fake news, deepfake videos, and the spreading of harmful content through algorithms. In facing these challenges, Islamic values can guide us to communicate honestly, transparently, and trustworthily, especially when people look for the truth during difficult times.