Why Misinformation and Disinformation are Growing Crisis Risks
Two months into 2026, the Rockford Gray team dives into what is driving this year’s crisis communication risks.
Topping the list: Misinformation and disinformation have become major crisis communication risks for organizations, particularly with the rise of AI-generated content and coordinated social media campaigns designed to damage reputations or business operations. In the past, these campaigns could be countered with facts across channels. But now, with the speed of algorithmic amplification and difficulty cutting through the chatter, it is getting more difficult.
The Shrinking “Golden Hour” in Crisis Communication
We often talk about the “Golden Hour” of crisis communications, the time when companies or organizations can adequately respond to a crisis and blunt a crisis’s impact. Unfortunately, that golden hour is now minutes. All is not lost.
Monitoring Misinformation before it Spreads
One way to get out ahead of brand-damaging campaigns is through monitoring across all channels. Rockford Gray works with clients to set up formal media and social media monitoring programs to identify misinformation and brand inaccuracies before they cause damage and correct them immediately.
This includes conducting routine searches for keywords, executives’ names, competitors’ actions or other emerging issues on internet sites. More specifically, we provide monitoring service intelligence that combs blogs, comment boards, and chat sites to spot declining sentiment.
How to Respond to Disinformation Campaigns
To respond to these campaigns, Rockford Gray recommends getting the facts out fast with statements across channels, hitting multiple audiences.
Some messages can include:
- Before false information gains traction, we believe in equipping stakeholders with the full picture. We want you to know what common myths might arise—and how to spot them.
- We are here to inform you directly with facts and avoid confusion from mis- or disinformation.
We suggest posting verified corrections on a response web page, and on social channels with tags and links to vetted sources and issuing a media release to news outlets and industry partners.
Best Practices for Crisis Communication in the Digital Age
Remember, it is best practice to avoid engaging with angry advocates or trolls through the media or on social media. We encourage, if possible, face-to-face discussions where each party comes to the table with ideas, understanding and a focus on a resolution.
Rockford Gray provides crisis communication consulting and media training for executives to help organizations respond quickly and protect their reputation during high-stakes situations.
For help updating or creating your crisis communication plan or to set up round-the-clock monitoring and response strategies, please contact our to our team.
About the author: Gil Rudawsky specializes in issues and reputation management, and crisis communication. He began his career as a reporter in Aspen, and journalism took him across the country and then back to his native hometown of Denver, where he worked for the Rocky Mountain News. His journalistic skills – source development, research, credibility, storytelling, and curiosity – remain the foundation of his work with clients. He has experience working on a range of issues across sectors, including federal investigations, corporate and workplace issues, DEI and public advocacy campaigns. He provides expert-level strategic counsel, including on-the-ground support. He is a graduate of the University of Southern California, with a degree in philosophy.