Media professionals and experts in journalism affirmed that “digital reputation” has become a strategic weapon for countries and institutions in the era of rapidly flowing information. They emphasized that public perception can sometimes precede the truth, which imposes increasing challenges in confronting misleading news and crafting a media narrative capable of protecting public trust and managing crises professionally.
This came during the session “The Reputation Race… Between the Speed of Information and Crisis Management” as part of the Saudi Media Forum 2026. The session discussed the transformations of the digital landscape and the impact of digital tools, artificial intelligence, and citizen journalism on reputation management, as well as the limits of balancing speed and reliability in journalistic work.
It was explained that the digital reputation race is one where perception precedes information, dragging countries and institutions into confronting the fluidity of publishing and the constant need to verify information. It was emphasized that those who possess a good digital reputation lead in influence, and that confronting misinformation requires not remaining silent but responding with numbers, facts, and professional content.
It was also affirmed that the digital world has pushed journalists to focus more on the credibility and reliability of information than on fundamental issues and human values. It was noted that the use of artificial intelligence in publishing content on social media has contributed to deepening crises between countries experiencing wars and tensions.
The session discussed the equation of balancing publishing speed with maintaining credibility. Participants agreed that reputation management in the digital age is no longer an option but a strategic necessity. It requires clear standards, responsible freedom, and professional tools capable of confronting crises and building trust in an open and rapidly changing media environment.
