Philippe Borremans, a former EACD Board Member, is an independent risk and crisis communication consultant specialising in epidemic and pandemic preparedness.

As a risk and crisis communication specialist, I am amazed at how technology has changed the way companies communicate in times of crisis. ChatGPT, a comprehensive language model made by OpenAI, is one tool that has caught my attention.

ChatGPT’s role in crisis communication
A reliable crisis communication plan is essential in today’s fast-paced world. It is crucial to communicate effectively and efficiently with those involved when an unexpected event or situation occurs. ChatGPT is one such tool that can be used for crisis communication.

ChatGPT is a chatbot that uses AI to give users information and answer questions naturally. In the context of crisis communication, ChatGPT can be a useful tool for facilitating the dissemination of accurate and timely information to stakeholders.

How ChatGPT can be used for crisis communication
ChatGPT can facilitate crisis communication in a number of ways. Initially, it can be used to compose reactive statements. During a crisis, it may be necessary for organisations to swiftly address concerns or misinformation. ChatGPT can assist by generating draft statements that a communications team can review and approve.

Second, ChatGPT can be used to produce key messages based on the specific crisis’s context. By analysing the situation and gaining an understanding of stakeholder concerns, ChatGPT can generate crisis-specific messages that are more likely to resonate with stakeholders.

Thirdly, ChatGPT can be utilized to generate potential questions and responses that a journalist may pose during a crisis. If organisations are aware of the types of questions that may be asked, they can better prepare their responses and provide the media with accurate information.

ChatGPT can also be used to write potential crisis scenarios for crisis simulations. By simulating potential crisis situations, organisations are able to identify gaps in their crisis communication plans and develop strategies to address those gaps.

Training GPT-3 and ChatGPT using previously published material
Organisations can train ChatGPT with their own previously published content to ensure brand consistency and a consistent voice. Training ChatGPT with existing content can ensure that the responses generated by AI are consistent with the existing message and tone of voice of the organisation.

This method makes sure that what ChatGPT puts out fits with the company’s brand and message. It also makes sure that the answers given by the AI are correct and up-to-date.

Time is a luxury that crisis communicators cannot afford.  In the fast-paced environment of crisis communications, quick and accurate decisions are required. AI can save valuable time, thereby boosting the productivity of crisis communication teams significantly.

Conclusion
In conclusion, ChatGPT can be an effective crisis communication tool. By assisting with the drafting of responsive statements, the formulation of key messages, the generation of potential questions and answers, and the development of crisis simulations, organisations can be better prepared to effectively manage crises and communicate with stakeholders.

To use ChatGPT for crisis communication, it is essential to have a plan and verify that the information provided by ChatGPT is accurate and current. By teaching ChatGPT with content that has already been published, businesses can make sure that the AI’s responses are “on brand” and have the same tone.

AI can save companies a lot of time in crisis communications because it can give accurate information quickly. This helps companies handle crises better and lessen their impact on stakeholders.

If you’d like to learn more about how to use ChatGPT for crisis preparedness and crisis communication, check out my book, “Mastering Crisis Communication with ChatGPT; A Practical Guide,” In my book, I clearly explain the prompts for using ChatGPT to create contextual scenarios, key messages, responsive statements, and more.

Link: https://link.riskcomms.com/bookdirect

Short Bio
Philippe Borremans is an independent risk and crisis communication consultant specialising in epidemic and pandemic preparedness and volunteer Vice President of the International Association of Risk and Crisis Communication.

He works on strategic communication projects with organisations such as the World Health Organization, the European Union and the West African Union. For ten years he held various public relations positions at IBM, including corporate and online communications at national and European level. Philippe started his career at Porter Novelli International in Brussels.

He is a regular guest lecturer at universities and business schools throughout Europe and North Africa. Philippe is a member of the European Association of Communication Directors (EACD) and a past president of the International Public Relations Association (IPRA 2021).