OFFSTONE JUNE EDITION 2025

54 reputation but about doing what is morally right and fair. These values guide organizations to respond quickly and with conscience and character. These values serve as a moral compass, guiding communication professionals, especially in Muslim-majority contexts or organizations that aim to align with Islamic principles. AI should be embraced, but not at the expense of human intelligence. Technology should serve ethical human judgment, not replace it. Crisis communication must be fast but thoughtful, respectful, and morally grounded. Crisis communicators must not rush to "spin" a story or blame others. Instead, they should reflect sincerity and responsibility, admitting mistakes, offering solutions, and protecting the dignity of those affected. The crisis communication expert emphasizes anticipating problems as a core element of crisis readiness. If communication teams have early access to data, they can build plans rather than simply reacting under pressure. This proactive approach aligns with the Islamic value of hikmah (wisdom), which encourages thoughtful planning and responsible foresight. While AI makes communication faster and more efficient, it must be used cautiously. Not every AI- generated response is appropriate or accurate. There must be human checks at every step. Ethics must come before efficiency. Closing It is not just about acting fast; it is about acting right. In a crisis, the temptation to act purely for self-protection can lead to misinformation, blame-shifting, or over-promising. Islamic teachings warn against such behaviour, urging communicators to maintain adl (justice) and rahmah (compassion) even in times of difficulty. Crisis communication in the digital era is complex, fast-paced, and filled with opportunity and risk. The emergence of AI offers powerful tools to help organizations respond more quickly and strategically. Yet, with this power comes the need for a firm ethical grounding. Islamic values provide a timeless and universal foundation for ethical crisis communication. Principles like honesty, accountability, and trust must guide every response, especially when the line between truth and falsehood can blur in seconds. Ultimately, seeking mardatillah (the blessing of Allah SWT) is the true goal that gives sincerity and purity to our actions. BIBLIOGRAPHY CCM04. (2024). Expert interview on AI integration in crisis communication [Unpublished interview transcript]. Comes, T. (2024). AI for crisis decisions. Ethics and Information Technology , 26 (1), 12.