From Gotham to Gigabytes: Embracing AI for Crisis Communication

Alex Greenwood
3 min readFeb 10, 2024
©2024 Alex Greenwood. All rights reserved. This image was created with the assistance of AI technology. Any use, reproduction, or distribution without express permission from the copyright holder is prohibited.

You’re a public relations pro, and the dreaded day comes: a crisis communications situation is brewing. I hope you have prepared for every eventuality, using all available tools at your disposal — but what about artificial intelligence (AI)? Has AI opened new avenues for managing communications, especially during crises?

Can it make you a PR superhero?

Holy HAL! It sure looks promising from my Batcave. PR professionals are uniquely positioned to leverage AI to streamline their strategies, ensuring that they can respond swiftly and effectively in any situation.

Join me, citizens, for a quick look at several ways in which AI can help thwart the bad guys in your crisis communications.

POW! Real-Time Monitoring and Analysis

AI-driven tools are incredibly adept at monitoring media across various channels, including social media, news outlets, and online forums, in real time. This capability allows PR professionals to detect potential crises before they escalate. By using sentiment analysis, these tools can gauge public sentiment, providing insights into how messages are being received. This immediate feedback loop enables PR teams to adjust their strategies on the fly, ensuring they address concerns effectively and mitigate negative perceptions.

SOCK! Automated Alerts and Response Drafting

In the thick of a crisis, time is of the essence. AI can assist by automatically generating alerts when specific keywords or sentiment thresholds are triggered. This rapid notification system helps PR teams to stay ahead of the narrative. Furthermore, AI can aid in drafting initial responses based on the nature of the crisis and historical data on effective communication strategies. While these drafts require human oversight, they provide a valuable starting point, accelerating the response time.

OOPH! Personalized Stakeholder Communication

AI’s ability to analyze large datasets can be used to tailor communications to different stakeholders. By understanding the preferences and past interactions of various audiences, AI can help customize messages to…

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Alex Greenwood

PR Consultant, Speaker, Podcast Producer/Host, Editor, and Award-Winning Writer of the John Pilate Mystery Series. Accomplished belly laugher.