OFFSTONE JUNE EDITION 2025

53 The Digital Transformation of Crisis Communication The digital era has transformed how crises unfold and how organisations must respond. Crises no longer follow a predictable pace. Digital platforms, viral content, and online outrage drive them. Social media can amplify minor issues into full-scale reputational disasters, sometimes before the organisation is even aware. This urgency places immense pressure on public relations teams. The first public statement must be quick, clear, and calm. It must prevent misinformation, protect the organisation's reputation, and show genuine concern for those affected. Digital tools, especially AI, now play a growing role in making this possible. Delaying a response can give the impression that an organisation is unprepared to handle a crisis, which can severely harm its reputation. In today’s fast-paced digital world, crises can escalate rapidly, and slow or reactive communication is no longer acceptable. Organisations must embrace faster, more innovative, and ethically sound communication approaches to safeguard their reputation and retain public trust. AI-powered tools can monitor online conversations, detect early warning signs, and suggest communication strategies. They allow organizations to respond faster and, more precisely, process vast amounts of real-time data. Sentiment analysis, for example, can show how the public feels about a situation within minutes, helping teams adjust their messaging accordingly. However, AI is not without its risks. Today's crises emerge from interconnected systems that escalate quickly, making them difficult to manage without advanced digital support. Urgency is critical in addressing a crisis and neutralizing potential harm before it escalates. This is where AI can help, but only if guided by ethical human oversight. Islamic Values in Crisis Communication In Islam, communication is not just a tool but a responsibility. The Qur'an and hadith place great emphasis on honesty ( ṣ idq ), trust ( amānah ), accountability ( mas'ūliyyah ), and respect for others ( ikhlāṣ and adab ). These values are fundamental during a crisis, where the pressure to act quickly can sometimes lead to poor decisions or misinformation. The Qur'an states: "O you who have believed, fear Allah and speak words of appropriate justice" (Surah Al-Ahzab, 33:70) . This verse highlights the Islamic principle of speaking the truth, especially in difficult situations. When organizations communicate during crises, they must uphold key ethical values rooted in professionalism and spiritual principles. Transparency ( ṣ idq ) means being honest and avoiding misleading language, even when the truth is complicated. Accountability ( mas'ūliyyah ) calls for taking full responsibility for one's actions and consequences rather than shifting blame. Trust ( amānah ) reminds organizations to act with integrity and protect the public's confidence, knowing that trust, once broken, is hard to regain. Lastly, ethical intention ( niyyah ) emphasizes that communication should not just be about saving face or protecting