10 to 1 Blog

How to prepare employees for a deepfake attack

by Erica

How to prepare employees for a deepfake attack

As technology advances AI has brought forth new challenges for businesses. Most recently the threat of deepfake attacks, AI-generated photos, images or audio files has increased, causing business leaders and employees to raise concerns about how to mitigate risk, protect themselves, and guard their businesses.

Below are three steps business leaders can take to prepare employees for a deepfake attack. 

Be Transparent

Before a crisis happens, business leaders must prepare employees for potential risks. If a crisis hits, employees are most often the first ones who have to communicate with angry or scared customers– calming their fears and resolving their problems. Be transparent with your employees and let them know potential risks or threats that a deepfake attacker might take advantage of before it happens. 

Examples of deepfake attacks can include the inappropriate use of AI-generated images or the spread of a fictional video on social media. A deepfake attack on a construction company can look very different than one on a dentist’s office. Employees are a company’s front line of defense. It’s crucial to be transparent, clear and upfront about company practices and threats.

Create Steps for Workers to Follow

Most companies already have a crisis playbook to guide them through incidents. If your company does not have a protocol in place for employees to follow in case a crisis hits, start building one immediately. When preparing for deepfake attacks, protocol should include educating employees on how to identify a potential deepfake. In addition, employees should know what to do if they suspect a piece of media is fake. Make the step-by-step guide short and easy to follow. If a crisis hits this protocol will help employees navigate the first 24 hours of a crisis until upper management can step in to provide more direction. 

Schedule Trainings

Before a crisis company leaders should hold group meetings with employees to get everyone on board with key messaging and proper crisis protocol.  Incorporate crisis messaging into monthly talks and urge company leaders to visit with employees to ensure understanding. Work with your company’s IT team to educate employees on how to identify if the media is a deepfake or not, similar to how companies conduct training on how to identify phishing emails or other scams. 

Other Strategies

Other strategies for preparing employees for deepfake crises include preparing a crisis playbook and preserving media connections. Take action now and safeguard your business against deepfakes. Take a look at our free guide on how to prepare for a deepfake crisis. 

10 to 1 Blog

Stop the Spread: Monitoring for Misinformation Will Save Your Business

by Erica

Stop the Spread: Monitoring for Misinformation Will Save Your Business

Monitoring the internet for news mentions, customer reviews, and social media posts is a crucial part of maintaining a business’s reputation. 

Businesses need to stay aware of what is being spread on the internet to mitigate risk, maintain trust and credibility, and support customer relations. Recognizing the spread of misinformation is key to building a strong defense against digital deception. It’s important to react to misinformation quickly and efficiently as misinformation can cause major business repercussions such as loss of customers and long-term reputation damage. 

With the rise of digital deception, it is more important than ever for businesses to preserve their image to retain and gain customers. Reputation management through monitoring for misinformation safeguards trust and credibility for companies and is a key component of long-term success. 

One strategy businesses can use to mitigate the risk of misinformation is to create an online space where customers can find and connect with your brand, such as websites or social channels or a website. If customers know the key messaging and tone of a brand they are less likely to confuse it with misinformation. In addition to creating an online space where customers can recognize a brand, maintaining that space is also crucial. Businesses should prioritize monitoring for misinformation while creating reliable messaging and sustaining engagement with customers.

Other strategies for maintaining reputation include preparing a crisis playbook and preserving media connections. Take action now and safeguard your business against deepfakes. Take a look at our free guide on how to prepare for a deepfake crisis. 

10 to 1 Blog

These Types of Deepfakes Can Affect Your Business

by Erica

These Types of Deepfakes Can Affect Your Business

With the advancement of AI technology, businesses are seeing the emergence of new challenges and threats. A threat that has risen to the top of business leaders’ list of concerns is the threat of deepfakes. Deepfakes include the manipulation of videos, audio clips, photos, and other content for the purpose of misleading an audience or manipulating others into believing fake content is real. 

The spread of misleading content can significantly damage a brand’s reputation and trust, causing a major loss of business. If you’re a business leader, you should be on the lookout for the following types of deepfakes and how they can affect your business.

Deepfakes and Financial Fraud

Financial fraud can be attempted through someone using a deepfake to appear as a trustworthy representative within an office. An example of financial deepfake fraud could be a voicemail left on an employee’s phone that sounds like their CEO or HR representative asking the employee to email over banking information for payroll reasons. However, in reality, the voice message is a deepfake, it’s an AI-generated message created to mimic a trustworthy person. This type of fraud is dangerous because an employee who has a lot on their plate or who is unaware of the threat of deepfakes might not think twice about confirming whether the request is legitimate.

Deepfakes and Impersonation 

Impersonation is one of the most common types of deepfake fraud. Using AI tools, almost anyone can impersonate someone as long as they have access to photos, video, or voice recordings of them. Examples include the creation of an Instagram account mimicking the CEO of the company. The account may post photos of the CEO committing inappropriate actions, sharing extreme beliefs, or voicing unpopular opinions for the purpose of ruining the reputation of the CEO, brand or company. Impersonation is very dangerous for a business and can result in detrimental business loss and reputational damage, even if caught quickly.

Deepfake Impacts By Association 

Sometimes, damage to a business’s reputation won’t be the main goal of a deepfake. However, many businesses in today’s world of viral videos and internet controversy will receive backlash through association. For example, an AI-generated video of a celebrity behaving inappropriately at a public event wearing a hat with the logo of a business could appear funny to viewers at first, but when spread can cause major repercussions. As viewers dive deeper into the video they can acknowledge the celebrity’s hat and the business it represents. This is just one simple example of how a business can be pulled into a crisis, incidents where businesses deal with repercussions because of association happen all the time and leaders need to be ready. 

Deepfakes and News 

Deepfake fraud in the form of a news story can spread far fast. It is arguably one of the hardest crises for businesses to stop once started. For many reasons, creators of this type of fraud spread illegitimate content appearing in the form of news articles or updates. Deepfakes like this can be dangerous as news outlets will sometimes pick up stories others have published, resulting in false information being shared. For example, an AI-generated video of an employee protesting in an extreme way is shared online and then shared via social media. Social media users may not realize the content is a deepfake and continue sharing. The video was fake from the start and users may eventually realize that, but now it is too late.

Ways to Combat Deepfake Fraud

Businesses need to be prepared for the threat of deepfakes and deepfake fraud. Some ways businesses can prepare for this challenge is by making sure employees are aware of the threat of deepfakes and are educated on how to tell if a piece of content might be deepfake fraud. In addition, businesses can increase digital security, keep media identification tools on hand, and create internal business strategies on what to do if a threat ever happens.

At 10 to 1 PR, we have secured agreements with highly reputable deepfake detection software companies capable of conducting immediate reviews of content in addition to creatine strategies and crisis playbooks for businesses to help prepare for the threat of deepfakes. We also have connections to AI Deepfake industry experts willing to provide their personal insights to the media and the public, exposing the deception.

Take action now and safeguard your business against deepfakes. Take a look at our free guide for how to prepare for a deepfake crisis. 

10 to 1 Blog

Companies will face a new type of crisis because of AI. They aren’t prepared.

by james

Companies will face a new type of crisis because of AI. They aren’t prepared.

Companies aren’t prepared for the risk they may face from AI-generated Deepfakes. These scenarios aren’t farfetched, and they’re quite easy to produce and create chaos.

  • A fake AI-generated video showing your company leader stating that your big new product is going to be delayed by months, leading your stock price to drop so that short-sellers can make a killing before you even start to mount a defense.
  • A fake AI-generated image of key staff committing a crime appears just as the selection committee is choosing the winner of an important bid, creating enough doubt that they select your competitor instead.
  • A fake AI-generated audio recording where your company President appears to be on the phone making racist and inappropriate comments, creating a staff and customer uproar.

AI has created an entirely new category of crisis for companies, but few have a plan in place to deal with it if they come under attack.

In an AI crisis, quick response and defense remain crucial, but now, providing verifiable proof is equally essential. Mere denial won’t suffice, as the content appears incredibly realistic. Demonstrating evidence is a vital component of your defense strategy. However, trying to explain the falsehood on your own can be time-consuming and ineffective during a crisis. Instead, opting for an independent, third-party forensic review or a formal report from a reputable Deepfake Detection software company can bolster your defense significantly. An AI expert’s independent explanation carries undeniable weight and credibility.

The challenge lies in the limited availability of companies working on Deepfake Detection software. Additionally, many of these companies restrict their products to government or university research, while others focus on enterprise clients, like insurance companies, for fraud identification.

Our team invested significant effort in researching and securing agreements with highly reputable Deepfake Detection software companies capable of conducting immediate reviews. We also managed to find AI Deepfake industry experts willing to provide their personal insights to the media and the public, exposing the deception.

Take action now and arrange your team and Deepfake Detection software or forensic experts. Waiting until you’re in the midst of a crisis leaves no time.

10 to 1 News

10 to 1 Public Relations Named PR Agency of the Year in International Competition

by Erica

10 to 1 Public Relations Named PR Agency of the Year in International Competition

Also Wins Top Award in Crisis Management Category

Scottsdale-based strategic communications firm 10 to 1 Public Relations was recognized by the 2023 Bulldog PR Awards, the only international PR awards program judged exclusively by journalists, as the Midsize Agency of the Year. 10 to 1 PR was also awarded the top recognition in the Best Crisis Management category.

“We saw so many excellent examples of PR pros elevating their clients’ messages and using their platforms for good. I think more than anything, they showed the true value of a PR practitioner,” said Christopher Elliott, author, consumer advocate, nationally syndicated columnist, and veteran Bulldog PR Awards judge, in the 2023 Bulldog PR Awards press release.

“These awards are special to our firm because they are judged by the people that we work with every day: journalists from across the country. As a traditional public relations firm focused on protecting and elevating the reputations of our clients, we thank the Bulldog PR Awards for honoring our team’s work over the last year.”

Josh Weiss, President and Founder of 10 to 1 Public Relations.

10 to 1 PR has experienced exceptional growth in the last five years, nearly tripling its client list and quadrupling its staff. The firm has seen demand from businesses and organizations in various industries due to its consistent success in generating thousands of earned media features and bolstering the reputations of its clients year after year. 10 to 1 PR works with clients in various industries, including finance, health and wellness, professional services, real estate, manufacturing, construction, technology, transportation, government service, nonprofit, and others.

Bulldog Reporter has been providing news, best practices, and insights to PR and communications professionals since 1980. Filled with insights on topics critical to PR pros and communicators, including media relations, crisis communications, influencer marketing, and more, the Bulldog Reporter email newsletter offers compelling and relevant articles, plus timely updates about journalist moves and agency news.

10 to 1 News

10 to 1 Public Relations Wins Three Hermes Creative Awards

by Erica

10 to 1 Public Relations Wins Three Hermes Creative Awards

10 to 1 Public Relations was recently recognized with three Hermes Creative Awards. The three awards recognize 10 to 1 Public Relations’ expertise in public relations campaigns, managing and recovering from crisis scenarios, and event-based public relations.

According to the awards organization:

Hermes Creative Awards is one of the oldest and largest creative competitions in the world. Winners range in size from individuals to media conglomerates, and Fortune 500 companies. Hermes Creative Awards honors the messengers and creators of the information revolution. Armed with their imaginations and computers, Hermes winners bring their ideas to life through traditional and digital platforms.

As a firm focused on creating the highest caliber PR campaigns and results for our clients, it’s especially rewarding when independent third-party organizations recognize our strategy creation and implementation efforts as among the best they’ve seen compared to our industry peers. I’m most proud that these three Hermes Creative Awards recognize our team’s hard work and dedication to serving our clients’ needs and achieving their goals.

Josh Weiss, Founder and President of 10 to 1 Public Relations

Here’s a recap of the winning campaigns that were recognized:  

Platinum Winner: “Establishing Worzalla as a Top Local Employer” – Strategic Campaigns/PR Communications/PR

Worzalla, a leading book printer, enlisted the agency’s help to strengthen its employer brand and attract top talent. Through a comprehensive PR strategy, 10 to 1 Public Relations crafted a compelling narrative that highlighted Worzalla’s positive work environment, employee benefits, and commitment to the local community. The campaign’s success in enhancing Worzalla’s reputation as a desirable employer contributed to its well-deserved recognition.

Platinum Winner: “Intel’s Groundbreaking” – Strategic Campaigns, PR Communications/Live or Virtual Event

Faced with the challenge of introducing a groundbreaking product, Intel turned to 10 to 1 Public Relations to devise a PR campaign that would captivate local audiences in Arizona. 10 to 1 Public Relations orchestrated an unforgettable experience that showcased Intel’s revolutionary technology. The campaign’s exceptional execution and ability to generate excitement surrounding the announcement made it a resounding success.

Gold Winner: “Preserving Risas’ Reputation” – Strategic Campaigns, PR Communications/PR Campaign

Risas, a prominent dental company, faced a reputational challenge that required expert handling. 10 to 1 Public Relations devised a comprehensive PR campaign focused on transparency, proactive communication, and stakeholder engagement. Through strategic messaging and meticulous crisis management, 10 to 1 Public Relations successfully safeguarded Risas’ reputation, earning the admiration of both industry experts and the public.

10 to 1 Public Relations adds these Hermes awards to its extensive roster of awards recognizing the firm’s outstanding work over the last decade.