Crisis communications can cover a lot of problems, emergencies, mistakes and other events where public relation specialists are tasked with creating a message. Now in an era where can often detect brewing PR storms before they make landfall, how do we balance automated crisis detection with human intuition? And if a message is generated – all or in part – by AI, does it impact the perception that the communication is trustworthy or sincere?
On this episode of Newhouse Impact, Dr. Erika Schneider, Assistant Professor of Public Relations at Newhouse, shares some of her research on AI use in crisis communications. She also explains multiple uses for AI in predicting potential problems, and in making sure messages to the public or other stakeholder groups are as complete and useful as possible. Schneider concludes the knowledge of AI will be essential to PR practitioners if they want to best perform their roles preserving and enhancing organizations’ images.
Research assistance for Newhouse Impact by Chris Fiegel. Music in this episode is “To Motivate” by Tim Taj from Free Music Archive under license.
