Crisis Communication & AI-Powered PR Strategies

Forward-looking PR crisis communication

This module will show you how AI is revolutionizing crisis communication and public relations, providing you with new tools to predict, manage, and resolve issues before they escalate. We all know that full-blown PR crises can happen to any brand in any moment from a single misstep. But how we respond to these public relations failures has most definitely changed in light of the emergence of artificial intelligence. This two-day expert module from a world-renowned expert will equip you with forward-thinking skills and PR trategies needed to navigate crises, protect reputations, and even turn challenges into opportunities.

Learning outcomes

By the end of this two-day in-depth module, you will:

• Understand the nature of PR crises and how they unfold in various scenarios.
• Analyze the impact of crises on organizations and stakeholders.
• Craft appropriate responses to minimize risk during a crisis.
• Develop public relations strategies to maximize opportunities that arise from a crisis.
• Engage effectively with the media to manage public perception.
• Communicate with key stakeholders to maintain trust during a crisis.
• Create compelling messages that resonate during a crisis situation.
• Choose the right media channels for delivering crisis communication messages.
• Support spokespeople during press conferences and public statements in challenging times.
• Assist clients and other key figures in handling difficult PR situations.
• Develop a comprehensive PR crisis communications plan for swift response.
• Leverage AI tools and prompts to enhance PR crisis communication strategies and mitigate AI-related risks.

Who should attend?

The advanced module is ideal for senior public relations experts with at least five years of experience under their belt who are looking to upgrade their expertise in crisis communication. We’re talking experienced PR consultants, communication directors, account managers, and media relations specialists. Junior PR professionals are also welcome, but be prepared to skip a few chapters ahead and learn advanced PR techniques. All in all, if you are responsible for safeguarding your client’s reputation in the face of public difficulties, this module is for you.

About the educator

Ben Verinder is one of the leading experts in AI-driven public relations, founder of Chalkstream, a strategic communication consultancy, one of the 50 Founding Chartered PR practitioners globally and a driving force behind the Chartered Institute of Public Relations’ AI in PR panel. Ben authored the first CIPR papers on AI and data ethics, developed the pioneering AI and Reputation Leadership course, and regularly speaks on AI, crisis management, and reputation. He’s also a published poet with two acclaimed pamphlets, Botanicals and We Lost The Birds. Have you ever met an expert in AI, PR and poetry?