This is your quarterly reminder that yes, Facebook still hates it when you put links into your post.
Data for the first three months of 2025 has been published by Meta that show that a meagure 1.3 per cent of people’s timelines were taken up with posts with links.
However, there is a bit of a comeback for content from pages without links. It now stands at 12.7 per cent. That’s almost as much as the long-favoured Facebook groups content.
This compares to a rock bottom 0.0 per cent of people’s Facebook timelines that had pages content in early 2024.
So, in short, there’s oxygen for your Facebook page but not really if you post a link. Even Meta themselves have begun to advise posting in the comments.
A third of content comes from an AI selection based on your viewing, scrolling and engaging habits. This is classed as ‘unconnected.’ It’s Facebook’s idea of a ‘For You’ page where content is selected for you on what you’ve been engaging with. This explains the midweek recipe idea from a recipe group after you’ve been complaining about the lack of cookery ideas, for example.
One of the great things when something is new is that you get innovation in the most unexpected places.
For example, the Arts Council have published a new resource that can be adapted by any organisation looking to develop how they use an AI policy.
While you’re reading this your brain may saying incredulously: ‘The Arts Council? How can they help me exactly? Don’t they pay for opera?
That’s the joy of what they’ve produced. Sure, they’ve made a ‘Responsible AI at Arts Council England’ resource that shows what their AI policy is and what their workings out were. Tidy.
But what really catches my eye is the Responsible AI Practical Toolkit they’ve published alongside it. This seven step workbook acts as a breadcrumb trail from hesitant first step through to having something really robust and well thought through on your desk. Huge credit to Kate Hughes for spotting this and sharing it.
Runners have couch to 5K and I think the AI equivalent has been produced. I think you’ll like it.
What the AI Practical Toolkit does
There are seven stages to the process and each one has a handy pdf for your to download and follow.
They are:
First step. Starting the AI Conversation
I love that they have identified that pressure to come up with a policy can lead you to cut and paste someone else’s. While there is no doubt that the UK Government AI Playbook should be revered, framed and placed above the mantlepiece your organisation may need to factor in some other things.
What’s really lovely is a set of questions to ask to start the ball rolling.
Are you already using AI tools?
If so, what tools are you using?
What excites you?
What concerns you?
The secret sauce to this may well be that it looks to bring bright people along. When social media was new, these used to be called the militant optimists. Opening the door for discussion to these people can only be good. Just as good is asking the views of people who are inherently concerned about AI.
Some national organisations have produced guidance that feels more top down than anything and I wonder if that’s the best way forward. The wisdom of the crowd can still sometimes be a positive force.
Second step. Internal stakeholder mapping
And here, a form that asks several more questions that includes these
Who has concerns?
Who may block the project?
Who has decision making authority?
Asking who can block and who can make decisions seems so obvious but its striking how rarely this is done. A group of people agreeing in a meeting is a taxi-full of positivity when the organisation is Regimental or Division sized. Spot the issues now and you could do something with it.
Third step. Developing an AI policy
There is a saying that perfection is the enemy of progress.
In this part of the Arts Council approach, the advice is agreeably relaxed.
When developing an AI Policy, it is important to identify its scope. Your first policy does not need to cover all potential future uses of these technologies, nor does it need to be a definitive text.
The pressure is off.
Fourth step. Risk List
Now, this I also love. Maybe, it should be called the ‘AI tools list’ rather than ‘Risk list’ but this is the place they suggest a Red? Don’t use, Amber? Proceed with caution and green it’s been checked and you are fine to use it.
What this does well is create a workable list that people in the organisation can turn to. A recent list of tools has 14,000 AI tools marketed at marketing people. That’s in keeping for AI being on the hype cycle and can’t be medium term sustainable.
Fifth step. Responsible AI checklist
Now the green light has been given, here’s a checklist on how to use tools in the wild. That’s a really good approach.
Fifth step: AI Pilot Project Management Template
And we’re away…
This now keeps things on track and keeps tabs on who is in charge and what they are doing.
Seventh step: Delivering a Successful AI Pilot Project
This set of steps captures what is working and what isn’t so the rest of the organisation can learn.
Make sure managers in the business area are on board AI pilot projects are likely to encounter blockers and may attract differing opinions from colleagues. Having senior-level support from the relevant business area is vital to keeping things moving.
Why this is good
It’s quite clear that AI will have far ranging uses and benefits. But in 2025, there is nervousness and the public sector can’t perform like it is a Californian start-up. Nor should it. It is answerable to the people it serves and they should be brought along.
Organisations need to share their workings out with the public. So many pieces of AI guidance talk about the need for transparency. If your part of the public sector is being transparent and having open conversations it is picking the date and time of where AI will be discussed. Failure to do that is slowly and surely building a path to the phone ringing and you having an hour to debunk sometimes wild accusations.
I’ve had a great many conversations with people whose organisation has not tackled many of these steps. To my mind, it doesn’t make sense to release a tool like Copilot without there appearing to be either a policy or a discussion about one.
While the document doesn’t directly stress public transparency that the public sector needs the act of gathering information is a valuable approach. While this Arts Council document is for their sector the bright person can lean across the garden fence and take some lessons. I deliver training to help you make sense of the changing landscape ESSENTIAL AI FOR PUBLIC SECTOR COMMS.
Interesting things are happening with video in 2025, the algorithm loves them even more and they are getting slightly longer.
When I first started to help deliver video skills training back in 2014, the landscape was emerging. MySpace was still in Ofcom’s top 10 list of social channels and LinkedIn sniffily wouldn’t even let you post video.
Fast forward to 2025 and all the social channels are pushing video strongly. Why? Because the more time you spent watching and scrolling on a platform is more time you spend on that platform. More time on a platform means you are more attractive to advertisers.
It’s getting longer
One observation about optimum lengths is that they are getting slightly longer. They are also getting more platform-specific. Over the last few years, a short form portrait video like TikTok and Reels had an optimum length of 15 to 20 seconds.
In the 2025 figures, that’s lengthened. The social insider blog has some good data on video lengths. For this table, I’ve used that and other sources.
So, optimum lengths for TikTok is around 30 seconds with the healthwarning that TikToks over 60-seconds are also working well. For Instagram Reels its around 30 sconds while it is 90-seconds for Facebook Reels.
The difference between the lengths of two Reels is intriguing.
These numbers are definitely to take into account when you are looking to shoot content.
Don’t make a video make a TikTok, Reel, Short, YouTube clip…
The early advice from TikTok was not to make a video but a TikTok. It’s a great line which basically advises to make something bespoke for the platform. That advice is nailed on for all the platforms.
But filmmakers shouldn’t use the optimum length as the only yardstick. If its good enough its long enough. Don’t pad things out just for the sake of it. Besides, there’s always the opportunity to make more than one video.
I’m an absolute sucker for emails with good titles.
I subscribe to ‘Blocked and Reported’ mainly for the name and I wish I’d had the foresight to call my blog ‘Dan is Writing…’ back in the day when I started it.
One that I’m particularly fond of is ‘Link in Bio’ a newsletter by Rachel Karten an American blogger who works in the brands social media field. It’s not always useful to the work I do with the public sector but occasionally there are some really good turns of phrase or insight.
In a recent email she used the headline ‘Fewer, better.’
This describes a trend away from pumping out a prescribed amount of content everyday and being more selective.
Rachel wrote: “I couldn’t escape conversation about “fewer, better” this quarter. Brands are no longer wanting to play the quantity game on social platforms. Instead, they are focusing on ways to create smarter, more intentional content—even if that means fewer posts going up.”
This absolutely articulates something I’ve been finding from social media reviews over the past 18-months.
Don’t aim for a target, aim for high standards.
Anyone can do this but it will take some time every month to look at your insights. What’s working well? What kind of content is that? But also, what’s not working well? The data has pointed clearly that links in content get strangled by the algorithm. If you are feeling particularly cute maybe post some content with a link and then capture the data. You can then use that data to educate the organisation about what good looks like.
“But the chief executive will expect to see that thing we’ve always done.”
“No, they’ll like it better if it works,” is the reply you’ll be able to give backed with data.
One of the striking things from a UK Government survey earlier this year was a word cloud in which the largest word was ‘scary.’
Even advocates of it, and I’d include myself in that, have moments where I find myself blindsided by something. But that’s to be expected, isn’t it? Any innovation has moments of excitement and worry.
So, with that in mind, I’d thought I’d write something around what a public sector comms person needs to know about audio and AI.
One other factor for writing this is that so much stuff out there are generic AI think pieces. They are from the tech press, academia, the sector or geeks. Nothing wrong with that, but they don’t have the public sector filter that has to be layered on. What can be used? What can’t be used safely?
Some basic AI terms
As with any field, there’s some jargon with this.
Artificial Intelligence – or AI – is the ability of computers to carry out tasks normally done by humans.
Generative AI is the ability of AI systems to come up with images, text, video, code or ideas. It does this because it can draw upon vast amounts of knowledge to help it make rapid decisions.
Large Language Models – or LLMs – like Copilot, ChatGPT, Claude or Meta AI, are generative AI tools that can help you produce new content. They are given vast amounts of data to base their decisions on.
Avatar. This is a human-like head and shoulders who can deliver through video the message you want to give.
That’s the jargon, here’s some things that public sector people need to factor in.
What public sector people need to bear in mind
Trust. Working with police the number one issue for them is not ‘can we’ but ‘should we?’
Trust is hard earned and easily lost. Right now, people are suspicious of AI and are not totally won over by it. But drill into that and it’s clear that it depends on what AI is being used for. Data from the Ada Lovelace Foundation & Alan Turing Foundation survey in 2025, shows that almost 90 per cent of people in the UK are happy at using AI for cancer diagnosis, for example. The survey shows we are least happy about mental health chatbots with about a third fine with it.
Be open and transparent. The UK Government AI playbook is a magnificent document which I recommend everyone read. In it, transparency is essential. Tell people that you are using it and how you are using it. The Scottish Government, for example, has a webpage that sets out what tools are being used and how.
Have a policy. Right now, it often feels like the Wild West with AI being used without too much in the way of oversight. Having that policy for your organisation. If needed, cut and paste huge swathes of the UK Government playbook.
GDPR. This is absolutely critical. How you use personal data is very much your responsibility. If you want to add someone to an email list you need their permission. You need to tell people exactly what you’ll do.
Information governance. This is how a public sector org looks after data legally, ethically and securely. Unless you know how the unpublished data you are uploading is being stored don’t do it.
The three potential areas where AI is used in public sector comms
AI can have uses in many places across the organisation you work for.
Explaining what service areas are doing with AI. For example, NHS Grampian has been leading on an AI trial which sees AI being used to help consultants diagnose breast cancer. The trial showed diagnosis times reduced from 14 days to three and accuracy improved. Being able to explain this to the outside world demands a basic knowledge of AI for public sector comms.
Idea generation. For public sector comms, a recent survey I carried out showed 76 per cent of public sector comms using it for this purpose. That’s the largest category and beat spell check and grammar into second place.
Content generation. This leads to creating content be that words, images, video or audio.
Okay, so how about audio?
This is where the impressive website blurb hits the reality of working in the public sector.
Meeting note takers. Big red klaxon. Unless the tool you are using is secure, don’t use a meeting notetaker. At a stroke this knocks out a number of AI tools. The meeting notetaker which is silently sitting in on a serious case review can have the data it is collecting silently accessed. Don’t do it.
Chatbots. The comms team may be responsible for the website and chatbots here may be relevant. In particular, users could use their voice to chat with the bot installed on the website. This is fine, but where would the data be going? Is it secure? An insecure off-the-shelf tool may look great on its website but could land you in trouble.
A generic voice in video or your web content. There are several platforms that can give you a generic voice or avatar. HeyGen and veed.io are a couple. TikTok for a long time has had this in its editing app. But just because you can doesn’t mean you should. I’ve seen the occasional use of these tools for public-facing video content and I’ve never been wholly convinced by them. A Home Counties voice to deliver a message to people in the Black Country is not the best option, for me.
Translations. There are websites that assure you they can translate your video into different languages. Right now, avoid them unless you have them checked against delivery by a native speaker. This is because they are not anywhere near 100 per cent accurate. Delivering a public health message that is 20 per cent wrong is problematic.
An AI rendition of someone’s voice. Now, this is where it gets interesting. You can add someone’s voice to an AI tool but you’d need their permission. For me, you’d also need their permission for each delivery and you also run the risk of that person withdrawing their consent. The benefit of having a local voice talking to you is obvious. However, this is more problematic.
AI music. Tools like suno.ai can use AI to create music along with the lyrics you provide in the style you suggest. So, the lost 80s synch-pop classic that celebrates recycling really is possible.
With trust at an issue, I can see a potential role for in-house training videos. However, public facing videos on contentious subjects I can’t see flying too well.
Conclusion
Just because you can doesn’t mean you should. Be open and be clear when you are using an AI voice tool. Make sure the data that is being collected is secure. The obstacles that are in the path of public sector comms aren’t there to block use but to channel you towards using it safely.
Instagram and TikTok have emerged as key places under 35s get their news and information, so what do you do?
If you are older, you could rail at young people and how they find their information these days and do nothing.
Or you could start to think about using these vertical video platforms as a way to reach younger people. It’s something that news providers are light years ahead with and public sector comms again can learn a lesson.
Firstly, younger people are getting more news from social media so it makes sense for you to target them here. Print really is not an option to reach under 35s. Online and social media is.
Ofcom are also clear that TikTok and Instagram perform strongly with younger audiences. Their data shows 81 per cent of under 35s are using Instagram on average for 980 minutes a month while 59 per cent use TikTok for a smartphone-draining 1,667 minutes a month.
Elsewhere, some surprising names are performing well with video. The Daily Mail has 19 million Instagram Reels subscribers with 1.9 million views per post while The Sun has 2.7 million TikTok subscribers with 100,000 views.
Newer news providers are also performing well with the iconoclastic Pink News’s 1.2 million subscribers viewing each video upwards of 100,000 on average.
A news approach versus a trends approach
First things first. I’ve nothing against posting trends as part of an effective social media strategy. Trends can be a particular style of filmmaking. A recent one was Gen Z wrote the marketing script where old people using young people buzzwords. Get on it within days and you are riding the wave. Wait too long and you can appear painfully behind the curve.
The news approach may be easier to deliver for an organisation that doesn’t want dancing nurses at a time where waiting lists are growing.
If you haven’t got them in a second you haven’t got them
One key characteristic that every video shares is that it wins or loses in less than a second.
When I first started delivering video skills workshops the first five seconds were vital. That figure has shrunk with our attention span. As we scroll through Reels and TikToks unless we are captured immediately our audience will scroll past.
For me, the ability to write an absorbing intro – or first paragraph – to a news story here has been replaced by the ability to capture people. This is now best done through a white box. The white box is added using the platform’s editing tools before it is posted live. It is a place to tease, inform or intrigue your viewer into staying around.
For heaven’s sake, don’t start off with the interviewee’s name. Cllr John Smith telling you that he’s cabinet member for anything will only accelerate the scroll away. No, thanks.
The white box deconstructed
In this post, I thought I’d go through some examples of news content posted as vertical video to deconstruct what they were about.
BBC News Reels: ‘Why you could be SNEEZING more this weekend’
There’s a tease at work here. Why could you be sneezing more? The opening footage features a man in his 20s scratching at painful eyes while the voiceover gently leads the viewer towards the information that the pollen count is high, according to the University of Worcester. The voice is identified after 14 seconds as a BBC weather presenter. She then takes to the streets and shoots herself in the style of a selfie delivering the remainder of the warning. It’s the whitebox that has teased the viewer.
Bonus points for datestamping the clip so it it does resurface weeks later it’s got some built-in obsolescence.
Pink News TikTok: ‘Republicans claim ‘Sesame Street’ is ‘grooming’ children following a Pride Month post
The eyebrow raises at the assertion that a decades-old children’s TV show is trying to ensnare children in a less than positive way. They’ve said what? How so? Intrigue plays a part as well as the emotion of moral indignation one way or the other way with this. It’s a subject that is going to appeal to their core viewers who may be homosexual and alive to Pride month and attack by politicians.
The clip pulls in tweets and lasts barely more than 10 seconds. It uses trending audio which has been used for a variety of clips. There are algorithmic brownie points in this.
Daily Mail UK Reels ‘Kings Guard horse BITES tourist… and won’t let go.’
In this clip of user-generated content, the promise is a day gone wrong for an overly bold tourist. You stick around with the promise of footage that back in the day would have been on a show like ‘Beadles About’.
The text is needed because footage of a tourist with a horse isn’t that promising.
The Sun TikTok ‘Iconic Doctor Who pair set to reunite for huge special’
The whitebox here is red with white letters but does the same job. It sets up a reason to watch the clip. A huge special? What’s that about. The clip opens with a still of David Tennant and Billie Piper who led a successful reboot of the TV show 20 years ago. For fans, this is likely to be a hugely popular venture to see them return.
What’s also interesting is that there is just one hashtag on this video #doctorwho. This also underlines the relative lack of strategic importance of the hashtag. There’s no need for them to go overboard. The algorithm reads the images and the transcript of the video as well as the caption.
Conclusion
The whitebox on the screen acts as a way to tease, inform and draw the viewer in. It’s aim is to stop the viewer scrolling. It acts in the same way as a headline does in print but its purpose is slightly different. It rarely tells the whole story.
The whitebox is added when posting the video using the editing tools of the platform. The long term benefit is to put a title on each of the videos in an account’s back catalogue.
After agonising moments after a car ploughed into pedestrians at the Liverpool trophy parade Liverpool City Region’s strategic director of communications takes us through their response to a major incident.
It was just after 6pm on Monday 26 May and thousands of football fans who had lined the streets of Liverpool were thinking about heading home, catching a pint, or grabbing a bite to eat.
Those of us who had spent the day in the Transport Co-ordination Centre, the multi-agency combined control room or hunched over our laptops monitoring socials and producing content, were gearing up for a busy time on the transport network.
The bus carrying the red heroes had just about completed the full 10-mile route and the rain hadn’t dampened spirits. However, in the blink of an eye everything turned up a notch – police vehicles and ambulances were being dispatched, a major incident was declared, and the city centre was gripped by panic and fear.
Crisis comms
For those of us trained to deal with major incidents, or crisis comms, it was the moment to turn the rehearsals into reality. Phone call cascades were commenced, emergency social posts were produced and all scheduled content was stood down. Liverpool’s City Region’s Mayor Steve Rotheram – a self-declared red – had been watching the day’s events unfold. It was clear that he would soon be required to issue reassurance and details of the incident to the world’s press.
As transport colleagues launched their operation of ensuring that more than 150,000 people got home safely on the Merseyrail network and more than 165,000 people travelled through Lime Street station, with many more walking, cycling, travelling by bus, or driving home, we were picking up the phone and responding to press queries.
Interviews
Multiple interview requests were coming in thick and fast and a news conference was required. I was working on the first statement from the Mayor to be issued to the press and we were mindful of needing to move location to join the blue lights and Liverpool City Council’s leader in reassuring the public.
An emergency briefing was organised, the journalists took their seats and the principals made their way to the conference room. However, there was a notable absence, as a Combined Authority we are not officially classed as a category one responder and there wasn’t a seat at the table for the region’s Mayor.
In 2004, the Civil Contingencies Act was established, it defined the framework for the roles and responsibilities for local authorities and other organisations in emergency preparedness and response – at that time Combined Authorities did not exist. They were established after the legislation in 2014.
So, we sat on the sidelines and after the news conference was over, the Mayor was thronged with press wanting information. It was an interesting moment when the legislation and the real world were in conflict.
Over the next few days, the Mayor gave more than 20 regional, national and international media interviews in his role as civic leader. Phone calls were received from both the Prime Minister and Home Secretary, and we were delighted to welcome both to our city region as they met with senior police officers and local political leaders. Following the news that the injured were all recovering well, the Mayor issued a message of thanks on behalf of our region, paying tribute to those who had showed the ‘very best’ of our communities.
Speaking with one voice
Despite the noise on social media and the clamour from the traditional media, the strength of local partnerships and collaboration ensured that the Liverpool City Region leaders spoke with one voice and were able to quickly defuse misinformation and disinformation.
Here is City Mayor talking on Sky News.
And also with Prime Minister Keir Starmer and Home Secretary Yvette Cooper. Here on the @metromayorsteve Instagram channel.
Another good reminder that nurturing those relationships in the good times pays off during the bad times.
Camilla Mankabady, director of strategic communications and corporate affairs, Liverpool City Region Combined Authority.
Within seconds of the event, the internet was rife with shock and then vary rapidly speculation.
It goes without saying an analysis of how the story played out online is secondary to the trauma of those injured or affected by the incident. It’s a relief that nobody was killed.
Like Southport, the incident gives a valuable lesson to public sector communicators on where communications needs to be in 2025. No doubt more detailed analysis will be produced in time.
Most attention has been given to Merseyside Police’s decision to identify the arrested man as 53, white and British. But an analysis of the online content in the first five hours of the major incident shows a high degree of co-ordination between not just Merseyside police, Liverpool City Council, North West Ambulance Service and Merseyside Fire and Rescue.
This is no surprise.
The public sector is used to working with partners in an emergency.
The timeline
On Monday May 26, Liverpool Football Club took part in a traditional open top bus parade through the city to show off the Premiership trophy. Roads are closed with a strong police, fire, ambulance and council presence.
This snapshot is by no means a comprehensive picture.
6.01pm a car strikes pedestrians and within minutes a man is arrested.
Within seconds footage starts circulating of the incident. We live in a post 9/11 world. The question ‘is it terrorism?’ quickly comes into play. In some people’s minds that question had already been answered.
While the world’s media have their eyes on Liverpool’s trophy parade the incident happened in a side street away from the parade route. The vacuum is quickly filled with video shot by people there for the trophy parade. It is quickly repurposed by those on the right of politics as well as traditional media such as Sky News, BBC and the Reach plc Liverpool Echo.
City centre live updates as emergency services cordon off area.
The page received 500 shares in 72 hours. Commenting was limited by the page admin, with more than 200 comments remaining focusing on the people affected not speculation about the religion of the culprit. The Liverpool Echo Facebook posts 13 updates in the next six hours and maintains coverage in the coming days.
6.43pm Turning Point UK the UK arm of a far right American body of the same name posts footage from the scene to Instagram with the caption: ‘A car has been driven into a car in Liverpool.’ Comments speculate that this was a Muslim.
6.46pm Facebook groups such as The Football Community are starting to share the news along with a Merseyside Police message confirming the incident. As time passes, there is isolated speculation that this may be the work of a Muslim but the comments on this page are self-policed by other members.
“We are currently dealing with reports of an RTC in Liverpool city centre. We were contacted at just after 6pm today, Mon 26 May, following reports a car had been in collision with a number of pedestrians on Water Street. The car stopped at the scene and a male detained.”
Within 48-hours the tweet has been viewed 1.9 million times with the Facebook post shared more than 700 times. To limit disinformation the police limited who could respond to the Facebook post.
We would ask people not to speculate on the circumstances surrounding tonight’s incident on Water Street in Liverpool city centre.
We can confirm the man arrested is a 53-year-old white British man from the Liverpool area.
Extensive enquiries are ongoing to establish the circumstances leading up to the collision.
We would ask people not to share distressing content online but to send the footage or information directly to us @MerPolCC or pass on information by calling 101 quoting log 784.
Information can also be passed on anonymously via Crimestoppers on 0800 555 111.
The tweet 48-hours later has received 3.9 million views with the Facebook post shared 602 times.
8.54pm. Liverpool City Region Combined Authority Mayor Steve Rotheram’s Facebook page posted.
This was shared three times. In the coming days the office would be a strategically important link with 10 Downing Street and the Home Office.
10.51pm. A brief Merseyside Police press conference was live streamed on Facebook. Sympathy was given to those involved and basic details of the incident in Water Street were set out. Assistant Chief Constable Jenny Sims also thanked those who came to the aid of those injured. She announces that a 53-year-old man has been arrested who is white British and from the Liverpool area. The incident is not being treated as terrorism, she says.
Dave Kitchen from North West Ambulance Service, Nick Searle Merseyside Fire and Rescue Chief Fire Officer and Liverpool City Council Leader Cllr Liam Robinson also read prepared statements.
The Facebook post has been shared 1,200 times within 48-hours. After 200 comments commenting was switched off.
11.52pm Liverpool City Council post a short clip of their Leader’s comments at the press conference earlier.
The post was shared five times.
There were no posts to TikTok by public sector channels but there was strong coverage of the police statements to the channel by all UK news sources on the channel.
A recording of the Merseyside Police press conference was later shared to Instagram by the force with UK news sources also sharing police messages on this channel too.
Drawing a line in the sand
It’s clear that by identifying the race and nationality of the arrested man Merseyside Police looked to head off the rioting that took place of the Southport murders. This steer will have come from a high level and no doubt draws on previous experience.
What happened in the 2011 riots online has been researched in forensic detail in the landmark ‘Reading the Riots’ study published in The Guardian with research from Reading University. Back then, when misinformation circulated police shooting down rumour in realtime on Twitter halted the Twitter rumours.
Often, they would start again when people had seen them for the first time then shared them. Back then, official accounts had to damp down the fire multiple times by repeating the correct information. Respected voices on the internet also used reason to debunk several rumours.
However, the Liverpool incident shows that landscape in 2025 is a different.
Basically, a first piece of misinformation can be spread between a number of accounts and cause a stir, he says. That stir and the vacuum of information is filled by people who are looking to capitalise on the attention to monetise it or cause mischief.
So, did the intervention from Merseyside Police put a stop to rumour, speculation and disinformation?
Of course it didn’t.
8.21pm Former footballer Joey Barton tweeted that:
Everyone know what’s gone on.
When will it end.
After the picture became clearer he deleted these lines.
Within 48-hours the tweet receives 1 million views.
A rash of small accounts with limited followings also spread messages contrary to the Merseyside Police message.
9.40pm @AbsolutelkyFab11 for example tweets an image of a man in a car he claims is involved in the incident.
The driver from the Liverpool attack has been identified as Samir Al-Hyderi, a 53 years old naturalised British citizen.
10.27pm Former SAS member, TV personality and aspiring London Mayor Ant Middleton was one of many who added to the noise.
Do not believe anything that comes from police statements or the msm… Corruption runs deep and lessons were well and truly learnt from the not too distant past! God bless all the scousers and to all involved in this terrible ‘terror type’ incident, may strength be with you! You are in my prays this evening! Romans 8:26
Within 48-hours 58,000 see this tweet.
10.34pm a rash of accounts on Twitter spread disinformation that this WAS a terror attack. A two-year-old account called @abbyy_085 with 800 followers is one of many that repurposes footage.
This was shared with more than 30 comments praising firefighter’s role.
The disinformation didn’t leap the fence and cause rioting
While figures on X, Instagram and TikTok and other places were energetic in trying to claim this was a terror attack their messages didn’t cut through. There was no disorder in Liverpool.
For example, a sample of Facebook groups I visited in Rotherham, Stoke-on-Trent and Tamworth didn not spread the disinformation. The Southport Facebook group was scrupulous in sharing screenshots of coverage of the Merseyside Police. Liverpool fan Facebook groups also did not bite on the speculation.
News of the identity of the car driver did not kill speculation.
Instead, the speculation got even more fevered. A review of TikTok and X includes speculation on:
A police sniper.
A man wearing latex gloves ripping off the number plate.
Allegations that this was a false flag operation by freemasons.
He was a police officer.
That’s actually the suspect. He doesn’t look 53, does he?
What can public sector learn from this?
Firstly, that police giving out the race of the person arrested can defuse potential disorder. As others have said, I’m not sure what this says about Britain in 2025.
That the public sector when it works in co-ordination can amplify a message. Liverpool City Council, Merseyside Police, North West Ambulance Service and Merseyside Fire & Rescue comms teams should be satisfied that they performed in difficult circumstances. Their messages did not cut across or undermine each other.
That traditional media have a huge role to play in an emergency. The Liverpool Echo was giving rolling online coverage on the day and into the recovery phase. National media’s voice on Instagram and TikTok was significant not just as their own channel but for content to be screenshotted and shared.
Police set out the facts of the story, reporters reported them and then a small element of click chasers speculated on the facts. But without the facts and the reporting those voices would be the only voice.
A well-run press conference works. Here is the message. Everyone gets it at the same time. Mind, the incident has to be significant and the demand for information has to be there.
The information war is fought through video and screenshots of video. On the one hand, repurposed user-generated content is used and on the other live-streamed police press conferences are used. The quality of the video in an emergency doesn’t matter too much so long as the sound is okay.
TikTok and Instagram are places where a message is needed too. The audience for news is huge. It’s no longer one channel it’s multi-channel.
That limiting who can comment on Facebook in an emergency is shrewd. Both the public sector and the Liverpool Echo deployed this tactic. It kept the disinformation away from the coverage.
The surge for web searches lasted 24 hours. After that the mentions and posts tailed off.
That the disinformation doesn’t stop once it is debunked. In 2025, it just evolves.
Thankfully, nobody was injured and swift action stopped the situation from escalating. It will be fascianting reading more detailed accounts from the protagonists.
This is the six-part catch-all to bring you up to speed in one blast. Media landscape, comms planning and evaluation, creating content, algorithm updates, underused channels, to stay or go from X, Facebook groups, LinkedIn, dealing with comment, criticism and abuse, AI basics.
Workshop #63 starts 18.6.25
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Twelve months in the planning and research this weekly updated session looks at how to apply AI in the public sector. The biggest barrier to learning AI is a lack of time, my survey showed. I’ve done the hard work so you don’t have to. Five one hour sessions. Big picture, using AI safely, prompts, AI tools and spotting and dealing with fake content.
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The first and best training session to equip you and the team with all you need to know to plan, shoot, edit and post effective video for landscape and vertical. The big picture, planning, planning for vertical, the white box, sound, equipment, editing, cutaways, music, filters, uploading to Facebook, Reels, TikTok and LinkedIn. Staying legal with copyright, accessibility and GDPR.
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The one you need for shaping content for media attention. You’ll learn about packaging a story, the media landscape, newsroom trends for user needs and away from being papers of record. Pitching to a reporter. Dealing with a reporter’s questions step-by-step effectively and without worry.
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In 2025, if you work in public sector comms you’re likely to be worried about AI while also using it while not admitting you are.
You are also likely to be using AI tools secretly on your own devices.
But if you are using AI, you are generating ideas rather than generating audio, video or images.
These are the findings of a poll of more than communicators I conducted in early summer 2025.
It’s a set of figures that exposes a sector being asked to meet Sillicon Valley expectations with depleted analogue resources.
Prime Minister Keir Starmer has talked about AI being the challenge of the generation. UK Government have also talked about £45 billion savings being powered by AI despite Gartner still placing AI in the ‘peak of inflated expectations’ section of the hype cycle.
Right now, the challenge of the century is being put on hold with sector reorganisation often a far higher priority.
Let’s go through the numbers.
The sector is both worried and excited
Firstly, the public sector is torn between being worried and being excited. Almost three quarters told the survey that they felt both worried and excited by AI. This is understandable. New technology brings opportunities as well as downsides. With AI, we’ve not even begun to work through them.
Worryingly, much of the sector is operating without a policy
UK Government guidance in the AI playbook has set out 10 principles that can be used to use AI safely. Government Communications Service have also produced guidance around generative AI. If you are part of the UK Civil Service you are covered. However, while wise communicators can learn from these approaches there is no obligation for them to be enacted by arms length bodies, NHS, Police, Fire & Rescue or by devolved Governments.
Alarmingly, more than half of public sector people who took part in the poll said they had no corporate AI policy. Just 26 per cent said they had such a document to map out how AI will be used.
This represents a worrying gap in governance and leaves open the chance of some potentially catastrophic errors being made. An AI notetaker that is not secure being used to log a potentially sensitive meeting may be accessed by a bad actor. The serious case review being exposed to an unsafe notetaker has the power to be career ending as well as put people in harm’s way.
Much of the sector is not declaring how AI is being used
Transparency is a key word in many published AI policies in the public sector and also the third sector. Trust is built by being open, the GCS generative AI policy says. So does Friends of the Earth.
A lack of openness is storing up problems. Organisations have a chance to dictate when and where the story is first discussed. They have, as some would say, a chance to shape the narrative. That window is small and is gone for good when someone discovers that AI is being used and starts asking questions. Those questions are not unreasonable.
Just five per cent have a dedicated webpage disclosing what AI is used while less than one in ten disclose AI on every piece of content that’s produced with it. Just 11 per cent have had a conversation with stakeholders while 47 per cent say their organisation doesn’t admit they are using it.
‘We use AI ethically but we don’t declare it,’ caught my eye. One reading of this is that intentions are good. Another is that there is an unresolved struggle between what is the right thing to do.
Much of the sector are using AI on their own devices
The internet doesn’t care about a block, as the saying goes. It just moves around it like water moves around a boulder.
Anecdotally, people admit to using a tool like ChatGPT on their own devices because they are blocked from using them on work devices. This entirely mirrors early policies which blocked social media from public sector networks. Being charitable, perhaps bans are put in place with the best interests of the organisation at heart as an AI policy is missing.
Either way, people using AI tools at home are likely to be taking risks.
The additional comment ‘we don’t use AI… officially’ was enlightening in this section.
Most public sector comms are using AI to create ideas, not bad pictures
Interestingly, the top reason for using AI for public sector comms is to generate ideas with three quarters citing this as a purpose. Spell checking and grammar came in second at just less than half while a third generated press releases and just over two in 10 generate images.
So, it is the inspiration part of the process that AI is helping with as opposed to the hard content.
Within the additional comments, creating social media content appeared strongly. There were honourable mentions for using AI to summarise existing content as well as to make a start on creating text be that policy or comms plans. Transcription was also a frequent use.
The most popular tool is ChatGPT
Surprisingly, although Copilot is Microsoft’s AI tool for Office 365, it was not the most used tool in the public sector. This crown went to ChatGPT.
In the additional comments, there was slim pickings with occasional mentions of UK Civil Services’ in-house GCS Assist was mentioned in the comments but was not featured in the initial survey. I’d love to see the numbers for these in the coming months.
Elsewhere, there was not a lot of declared adventure with occasional references to DaVinci Resolve the video editing tool as well as other Adobe tools such as Photo Shop.
Conslusion
Walking to work this morning, I listened to a podcast where the presenter was interviewing an author who had wrote some poems. He told the author, a comedy writer and comedian, if he minded if he ran a poem through Google Notebook LM which then produced a podcast-style conversation to critique the work.
After the author’s indignance that this was possible the clip of the AI generated chat was played. There was much shock and surprise that this was possible.
I have a theory that these moments are getting faster and don’t last as long as they used to.
I’ve no doubt that I’ll look at this clip as an example of people in 2025 being amazed at something that will become something as straight forward as a web search.
It’s clear that in 2025, the public sector may have been told that AI is important but it is falling behind the rapid path it needs to take to do it well.
Methodology and prize winners
The survey was run in May 2025 and received 350 replies. A total of 291 were from the public sector which forms the basis of the results published.
As an incentive, a place on my ESSENTIAL AI FOR PUBLIC SECTOR COMMS and a box of Gower Cottage brownies was offered as part of prize draw to people who completed the survey. Everyone who completed the survey and indicated they wanted to take part were included in the prize draw. First prize of a training place and brownies was won in the random draw by Nick Moore of Leeds City Council. A box of brownies was also won by Kia Newland (Notts Hospice) and Anna Toone (Tamworth Council).
Thanks everyone who took part.
AI disclosure: I used Grammarly to check spelling and grammar in this post.
