Mastering AI-Powered Crisis Communications: Insights from Philippe Borremans’ Workshop in Brussels

July 08, 2024

Earlier this month, crisis communication professionals gathered in Brussels for a transformative workshop led by Philippe Borremans. The "AI Powered Crisis Communications" training, from July 1-2, offered an immersive experience into the integration of AI in managing crises. Here’s a recap of the key takeaways and highlights from this dynamic event.

Understanding Crisis Communication in the AI Era

Effective crisis communication is about strategically managing and disseminating information during critical events to protect an organization's reputation and maintain public trust. Philippe began by defining a crisis as an event causing instability and danger, often with little warning. He emphasized that effective crisis communication must be reactive, urgent, focused on stakeholders, and consistent in messaging across all platforms.

Proactive Risk and Emergency Communication

One of the foundational elements discussed was the distinction between risk communication and emergency communication. Risk communication involves educating people about potential risks to prevent crises, while emergency communication focuses on exchanging information rapidly to ensure safety and coordinate response efforts during emergencies.

Navigating New Complexities in Crisis Communication

Philippe highlighted the evolving landscape of crises, influenced by social movements, geopolitical factors, and the concept of "permacrisis," where crises become the new normal. This underscores the need for continuous adaptation and resilience in crisis communication strategies.

Harnessing the Power of AI in Crisis Communication

The workshop delved into how AI can revolutionize crisis communication. Key points included:

  1. Real-Time Response and Consistency: AI models like ChatGPT can generate timely and accurate communications, ensuring stakeholders receive consistent and credible information during a crisis.

  2. Multilingual Support: AI's ability to generate content in multiple languages makes critical information accessible to a global audience, enhancing inclusivity.

  3. Data Management and Automation: AI can process large volumes of data from various sources to identify trends and detect emerging issues, providing valuable insights for decision-making. Automation of routine tasks allows human resources to focus on strategic aspects of crisis management.

Ethical Considerations and Effective Prompting

Philippe stressed the importance of ethical considerations in AI-driven crisis communication, addressing concerns about manipulation, data privacy, and bias. The session also covered effective prompting techniques to ensure AI provides relevant and efficient responses. Frameworks like TRACI, TACO, PARC, CAR, IDEA, and PAST were discussed to help participants craft clear and purposeful prompts.

Practical Tools and Resources

Participants were introduced to various AI tools and platforms, including:

  • ChatGPT, Claude, and Gemini: Advanced AI models for text generation.
  • TypingMind and Spell: Platforms enhancing productivity and collaboration through AI.

Philippe also provided access to additional resources, including a free digital copy of his book "Mastering Crisis Communication with ChatGPT," the Crisis Resource Hub, and the Crisis Communication Role Player GPT. Tools like Perplexity AI, TypingMind, Spell, and Yoodli were discussed to further support participants in their professional endeavors.

The workshop concluded with a vision for the future of crisis communication, where AI plays a central role in creating resilient, responsive, and ethical strategies. Philippe encouraged participants to stay connected and continue their journey in mastering AI-powered crisis communication.

Upcoming Workshops

If you missed this event or would like to attend this workshop again, join us at one of our upcoming sessions: