Crisis Communication & AI-Powered PR Strategies

Crisis? Handled. Thanks to Ben Verinder!

The last HOWtoWOW MODULE of this season brought us two impactful days with Ben Verinder, an expert in crisis communication and AI-powered PR strategies. Through engaging discussions and hands-on exercises, Ben guided us through the complexities of managing communication during high-pressure situations. His practical approach and wealth of experience made tackling even the most daunting scenarios feel achievable.

One of the session’s standout moments was exploring how artificial intelligence is transforming the world of PR. Ben demonstrated how AI can enhance crisis response strategies, from analyzing real-time data to predicting potential reputational risks. The insights he shared weren’t just theoretical — they were designed to help participants integrate cutting-edge tools into their PR arsenals with confidence.

But what really set this module apart was its interactivity. Ben made sure every participant felt involved, whether through real-world case studies or group activities that brought the concepts to life. Attendees left not only with a deeper understanding of crisis communication but with practical skills and a renewed sense of readiness for any challenges that might come their way.

So, next time a crisis comes knocking, we’ll be ready—AI tools in hand and a cool head to match!

Forward-looking PR crisis communication

This module showed 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 equipped you with forward-thinking skills and PR strategies 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:

• Understood the nature of PR crises and how they unfold in various scenarios.
• Analyzed the impact of crises on organizations and stakeholders.
• Crafted appropriate responses to minimize risk during a crisis.
• Developed public relations strategies to maximize opportunities that arise from a crisis.
• Engaged effectively with the media to manage public perception.
• Communicated with key stakeholders to maintain trust during a crisis.
• Created compelling messages that resonate during a crisis situation.
• Chose the right media channels for delivering crisis communication messages.
• Supported spokespeople during press conferences and public statements in challenging times.
• Assisted clients and other key figures in handling difficult PR situations.
• Developed a comprehensive PR crisis communications plan for swift response.
• Leveraged AI tools and prompts to enhance PR crisis communication strategies and mitigate AI-related risks.

Who attended?

The advanced module was 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 were also welcome, but had to 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 was 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?