AI in PR Capability Pathway

AI Essentials: Cracking Crises
with Conscience -and AI

Artificial intelligence has reset the way crises are predicted, prevented and managed. Predictive analytics can help us spot risks before they escalate. Real-time data integration can guide decision-making as events unfold. Personalised communication can keep stakeholders informed, engaged and reassured.

Yet the same AI agents and systems can also amplify misinformation, trigger reputational harm or create new ethical dilemmas. AI has the power to accelerate a response but it can just as easily accelerate a crisis.

This session explores both sides of AI in crisis preparation and management. Developing your understanding as to how to use it responsibly to strengthen resilience and capability - and how to anticipate and address the risks AI itself introduces.

AI agents and systems extend beyond theoretical promise. They are in daily use for monitoring, forecasting and communication. They can scan vast datasets for early warning signals, map stakeholder sentiment as situations develop and generate tailored updates in seconds but at the same time, deepfakes, automated misinformation and opaque algorithms present real and present risks.

This session equips you to navigate both realities, embedding AI into your crisis management with foresight, conscience and control.
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 Course overview
Watch and listen

What we will cover

How AI agents and systems can predict emerging risks and support crisis preparedness

Ways to integrate real-time data and analytics into ethical decision-making during a crisis

The role of AI in communication: from tailoring messages to countering misinformation

How to set up scenario testing and use AI to rehearse crisis responses

Practical strategies for ensuring AI strengthens rather than undermines organisational trust and resilience

Key vulnerabilities created by AI and how to mitigate them in crisis planning 

Live Online Session

14 November 2025
12:30pm NZDT

Readings and resources

Digital Guides

Certificate of Completion

You will cover

  • Crisis prediction and mitigation
  • Anomaly detection
  • Planning and resource optimisation
  • Scenarios and simulations
  • Forecasting and pattern analysis - issues and risks
  • Communication planning and monitoring
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Testing
readiness

Understand how to use AI to test readiness

Sentiment and Emotion Analysis 

Gauge response with real time monitoring

Empathetic Communication

Understand stakeholder and community emotions - tailor messages that resonate