By Katrina Hook: “Change comes with advocates, naysayers, and people who simply don’t care,” emergency communications expert Dan Stoneking said. “Those extremes are what is dangerous.”

Dan Stoneking is the founder and vice president of the Emergency Management External Affairs Association, a nonprofit supporting emergency management public information professionals, and the founder of Message Prism, a communications strategy firm. He works to help communications professionals navigate evolving technology and protect the integrity of information.  

On artificial intelligence, Stoneking warns that those who oppose it risk holding back progress, while those who advocate for it without guardrails risk moving too quickly. “It’s happening, and we’re not stopping it.” 

How can communicators handle this change the right way.

The AI “Crisis”

“Artificial intelligence isn’t an emergency. Being unprepared for change is.”

AI isn’t new. GPS rerouting and language translation tools have used the technology for years. What has changed is how quickly the technology is advancing, raising concerns about job security, environmental impact, and computers' role in everyday life.

For communicators, the debate can feel personal.

“It affects our ego and how we define ourselves,” Stoneking said. “It’s the mindset of wanting to prove you’re a better writer than AI is.”

But focusing on whether AI can perform a task misses the bigger question: How can communicators use it effectively without losing sight of what makes their work valuable?

Changing the Conversation: The Tool Mindset

“Why draw the line at AI? We use Google Search and dictionaries as tools. We should not put ego in front of our performance,” Stoneking said.

Rather than debating why communicators should use AI, Stoneking believes the conversation should shift to how to use it. AI saves time, and he sees it as another tool professionals can use to stay ahead.

Stoneking noted that his company's software can create 10 documents in seconds that only need editing. He described AI as a “junior assistant” that lets communicators focus on creative work and finishing touches.

“Generative AI may change how communicators perform certain tasks, but it does not change what makes communicators valuable in the first place,” Stoneking said. “Communication has never been merely the production of documents.”

Maintaining the Human Voice

“You can tell which emails are written by AI, because they are always the most boring emails,” Stoneking joked. “All the knowledge in the world is a blessing and a curse: AI isn’t clever or witty. 

AI can create a foundation, but communicators need to bring the human voice back into the work. Stoneking encourages professionals to add the “endearing or poetic” language that makes writing feel genuine.

He shared an example from his own writing: While using AI to work on an article, he felt something was missing. Adding a song quote brought humanity to the piece, creating a connection AI had missed.

Stoneking also pointed to common AI writing patterns, including phrases such as “Imagine a world where…” and the em dash, which has become associated with AI-generated writing. Recognizing these patterns can help communicators protect their credibility, though no single writing habit proves AI was used.

Embracing Change Responsibly

“If you’re not using it, you’re behind,” Stoneking said.

His advice for hesitant communicators is simple: take the first step. Experiment with AI yourself, then explore how it might fit into your professional workflow.

“Play with it. Try Claude and Gemini, not just ChatGPT,” he advised. He also recommends reading about AI, following developments, and subscribing to newsletters to keep learning.

That does not mean using AI for everything. Communicators still need to verify outputs, protect sensitive information, and understand the risks of the tools they use. These responsibilities are especially important when addressing misinformation and disinformation, which can undermine public trust and damage reputations.

The goal is not to ignore AI or adopt it without question. It is to understand the technology well enough to use it responsibly.

Continue the Conversation

Stoneking will explore these challenges during IABC Philadelphia’s November 18, 2026, session, “AI, Misinformation, and the Modern Spokesperson: Turning Today's Toughest Challenges into Tomorrow's Advantage,” from noon to 1 p.m.

Drawing on his work in emergency management communications and message strategy, Stoneking will discuss what evolving AI tools mean for strategic communicators and how professionals can turn potential threats into tools.

He advises approaching the conversation with an open mind. AI advocates may need to slow down and set guardrails, while naysayers may discover benefits they hadn't considered.

“The middle ground is complicated, but the gray areas are where conversations need to happen,” Stoneking said.

Katrina Hook is a communications professional passionate about storytelling and digital content. She serves as membership chair of the IABC Philadelphia board and loves finding ways to bring people together and help communities grow. In her free time, Katrina enjoys traveling, reading, and capturing stories through photography.