How PR Pros Can Use AI As a Tool in Crisis Management

More than 75% of PR professionals now use AI, yet its potential in crisis communications remains underutilized. AI can help communicators respond swiftly by drafting public statements, preparing spokespeople for media interviews, and tracking real-time coverage and sentiment across channels.

However, emotional intelligence remains essential—especially in public health, where authenticity and empathy are critical during a crisis. AI can support efficiency, but it’s the human touch that ensures messages resonate and build trust. For public health communicators, combining AI’s speed with strategic thinking and people-first instincts can lead to stronger, more credible crisis responses. Read the full article from Muck Rack here.