The AI checklist for crisis communicators

AI can speed up monitoring and drafting during a crisis, but it can’t replace empathy. Knowing when to lean on tools and when to rely on people makes all the difference in protecting trust.

You handle enough chaos when a crisis breaks. That’s exactly why it helps to know where artificial intelligence should, and shouldn’t, fit into your workflow. Before anything happens, think through the types of AI tools available and their best uses during a crisis.

Start by identifying which parts of your plan can realistically benefit from AI. Analytical tools can help you monitor news, detect sentiment trends, and flag risk signals. These tools work well as early warning systems. Generative AI tools, on the other hand, can help draft initial content fast. That might include press release frameworks or responses to common questions.

But not everything should be automated. Public-facing messages that deal with emotional topics should always stick with the human touch. AI can generate content quickly, but it lacks empathy. When your message needs care, perspective, or context, it’s better to rely on experienced communicators rather than code. Ethical considerations remain a top concern in public trust-building, and research such as Ethical AI Integration in Crisis Communication Research shows why keeping people involved matters most.

You'll likely use AI best when it supports your situational awareness, not when it tries to imitate the voice of your leadership in real time.

Vet tools before a crisis starts

You don’t want to try out a new tool when pressure is highest. The smart move is to test AI during quieter times so you know how it performs when it matters most.

That starts with simulated crisis exercises. Feed sample inputs into your tools and see if outputs match your standards. Does the tone feel accurate? Is it too robotic? Can it adjust to nuance? Results like these matter when your brand’s trust is on the line.

After testing, review each tool for bias, security flaws, or conflicts with your brand voice. Many AI tools are trained on vast online data, which increases the chance of misinformation or unintended tone. Check for compliance with your data rules and your industry’s legal standards. If you’re in healthcare, finance, or education, those expectations run even stricter. Review your processes alongside frameworks like the AI Risk Management Framework to align internal policies with emerging best practices.

Finally, make sure your team is trained on how to use these tools properly. What seems straightforward can go wrong quickly if team members don't know how to control and interpret results responsibly. Your policy should reflect your values, and your tools should never make decisions your people should own.

Create guardrails for AI output

Even with trusted tools, it’s smart to set limits. Automated content should never go public without human review. That includes headlines, social media posts, and internal talking points.

To create safety nets, start by building a formal review process. Anything that AI generates during a crisis should be flagged for live approval — whether that’s a communications lead, your legal team, or senior leadership. Build those checkpoints into the plan, not after.

Assign responsibility. Your team needs clear roles so that output doesn’t get lost or go live with the wrong tone. The faster your process, the more important these guardrails. You don’t get a second chance to explain a first mistake.

And don't trust results at face value. During a crisis, stress levels spike and your audience watches every word more closely. Monitor responses in real time and be ready to adjust. AI may write fast, but your team’s judgment still sets the right direction.

Integrate AI with human-centered messaging

The right balance? Fast information with a human feel. AI might offer speed, but your audience wants transparency, empathy, and leadership.

Let AI streamline the data — to prep briefings, analyze sentiment, or outline messages. But treat those outputs as drafts. Human leaders still need to deliver final remarks, especially when addressing safety, accountability, or recovery efforts.

Train your spokespeople to benefit from AI insights without sounding scripted. Use it to enhance how you respond, not replace your voice. This means building checks into your messaging workflow: Check context, check tone, and think about how your audience will feel when they read it.

You can prepare your staff with resources that encourage clarity, like how to speak with clarity and authority during a crisis, which helps teams find the right words when tensions are high.

Crisis communication suffers when it feels cold or confusing. When emotions run high, showing care matters more than efficiency.

Update and review your plan regularly

AI tools change fast, and so do public expectations. You don’t want to be caught using outdated content, software, or assumptions. Build in time every few months to review your crisis plan with fresh eyes — especially any section that uses automation.

Audit templates, messages, and alerts. Make sure AI-generated default text still fits your brand and voice, and doesn’t sound generic or off-base.

Revisit potential crisis scenarios too. As risks shift — data issues, reputational threats, misinformation spikes — you’ll want your AI tools aligned with your current exposure. New risks can surface quickly, especially as AI content floods online spaces.

Explore structured approaches like 10 steps to prepare for a crisis, which offers practical advice for aligning response plans with your tools and values.

And don’t silo the updates. Invite cross-team leaders to your reviews. Perspectives from your operations, IT, legal, and HR teams will help flag blind spots earlier. The more input your plan has, the fewer surprises you’ll face.

How this checklist protects your brand reputation

Playing catch-up during a crisis leaves little time for second-guessing tools. That’s why upfront prep makes a difference. By blending AI support with strict checklists and real-time human oversight, you stay ahead of missteps that could damage trust. A well-built AI process helps your team stay fast, while still sounding thoughtful, accurate, and on-brand.

When emotions run high, people want honesty and heart. AI can help supply the pace, but it’s up to communicators to carry the message. Preparing now means fewer mistakes and clearer decisions when timing matters most.

For more expert insight, check out our webinar on leveraging AI for stronger PR.