AI in Crisis Communications: Opportunity or Threat?

You are in the Crisis Management Team HQ and a sense of urgency fills the room. With each passing minute updates flood in, changing the situation at breakneck speed. The press is on the verge of breaking the story and you have less than sixty minutes to draft and circulate crucial information before you potentially lose control of the narrative. How do you handle the pressure? Do you take on the challenge alone, painstakingly crafting tailored messages for every stakeholder and platform and risk losing precious minutes? Or could AI be the lifeline you need?

Last week, I attended one of the most interesting and valuable webinars since webinars became a thing. In AI in Crisis Communications: Opportunity or Threat? crisis communications experts explored the potential of AI and its implications for communications professionals. Thanks to the CIPR Crisis Communications Network and to all their panellists:

• Ed O’Brien: Global Head of Issues and Media Management, KPMG
• Varun Puri: Co-Founder, Yoodli
• Paul Quigley: CEO, NewsWhip
• Philippe Borremans: International Association of Crisis and Risk Communication
• Rod Cartwright: Special Adviser, CIPR Crisis Communication Network

Here are some key discussion points that emerged:

AI – some of the positives

• AI aiding efficiency

Whilst AI is not a substitute for human involvement it can be incredibly useful and effective especially during a crisis when time is of the essence.

AI can assist with stakeholder segmentation,  identifying stakeholder groups and classifying them for targeted communication. It can also aid in creating standard operating procedures and automate repetitive tasks, streamlining operations and saving valuable time.

Once key messages are drafted and approved by the Crisis Management Team, AI can generate content across different formats such as for website, social media and press releases. This capability could be invaluable in time sensitive situations and help to significantly impact the speed of response.

Once key messages are drafted and approved by the Crisis Management Team, AI can generate content across different formats such as for website, social media and press releases. This capability could be invaluable in time sensitive situations and help to significantly impact the speed of response. For example, during a recent rescue mission following the earthquake in Turkey, AI helped the rescue teams save half a day’s planning, potentially contributing to the saving of lives.

• AI as a skill enhancer

AI can facilitate the crafting of practice crisis scenarios, thereby enabling professionals to hone their skills and prepare for different situations when there is no immediate threat. By leveraging AI, communication experts can also enhance their research and writing skills, learning from AI to improve their capabilities in these areas.

AI areas for caution

• Transparency

Transparency is essential when using AI to produce materials, especially when generating content for clients. Organisations should have clear policies and processes in place, and clients should be notified when AI has been used to generate material. Guidelines such as those provided by the PR Council for transparency and accuracy can serve as a framework for developing company policies.

It is also important to be mindful of using AI to generate material for sensitive information when a human touch may be the expected response.

It is also important to be mindful of using AI to generate material for sensitive information when a human touch may be the expected response. The University of Vanderbilt came under criticism for using an AI generated letter to console students after a mass shooting.

• Hallucinations

AI models have the tendency to generate inaccurate information, sometimes producing fictional stories and false references. It is crucial to be aware of these limitations and critically evaluate all the outputs. Reports of broken links or non-existent stories highlight the need for caution in relying solely on AI-generated data.

• Biases

AI predominately learns from a Western-dominated internet leading to potential biases in research outcomes. It is important to remain mindful when conducting research and include data from a diverse range of sources to mitigate any skewed results.

General insights on AI for Communications

The communications and PR industry has been slower than other sectors in embracing AI. It is time for us to catch up and harness its potential to stay competitive. As communications experts, we play a crucial role as sense makers and can provide guidance on when, where and how to use AI effectively in crisis communications and beyond.

Training our own AI behind an organisation’s firewalls will ensure that it aligns with its tone of voice and language, and can promote consistency throughout the communication process. Using specific AI tailored for particular tasks, such as Jasper to generate SEO content, can yield excellent results compared to relying on general purpose AI tools.

Strong writing skills may become less critical whereas other skills, such being able to effectively utilise AI, may become increasingly vital.

AI is not necessarily going to replace communication jobs, however there may be a shift in the skills required to thrive in the sector. Strong writing skills may become less critical whereas other skills, such being able to effectively utilise AI, may become increasingly vital.

The crisis communications experts all agree: AI is here to stay. Even if you have some doubts or concerns, it’s important to get comfortable with AI because it can potentially work wonders. It can boost efficiency, save time, and even elevate our skills.

AI is no substitute for human expertise and involvement. We must approach its use with mindfulness and caution, ensuring that it complements and enhances our work without overshadowing it completely.

However, AI is no substitute for human expertise and involvement. We must approach its use with mindfulness and caution, ensuring that it complements and enhances our work without overshadowing it completely. Striking that delicate balance is the key. When we do, AI becomes a powerful tool that brings exciting opportunities, but it’s the unique insights and judgments we as humans bring to the table that truly make a difference in managing crises successfully.

Author: Sara Davis, Campaign and Content Lead for Oxford Policy Management, was part of the audience for the webinar. Her blog has been generated from her own notes in collaboration with AI.