How is AI transforming crisis comms? Should brands dump Twitter/X? PRWeek podcast

The latest episode of the Beyond the Noise podcast looks at some of the lessons from PRWeek's Crisis Communications Conference.

Recorded on Thursday immediately after the conference in London, this week's edition features UK editor John Harrington, news editor Siobhan Holt and senior reporter Evie Barrett.

Beyond the Noise, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

The trio discuss how social media fuels so many crisis communications incidents these days, and debate whether it's right for organisations to even come off X (formerly Twitter) entirely.

They talk about how communications professionals should approach journalists who seem to be 'amplifying trolls' by basing stories on a few negative comments on social channels.

The journalists look at how AI is being used in crisis comms plans, and the importance of having good relationships with the media in the age of AI-generated mis/disinformation.

The need to look after comms staff when a crisis hits, including ensuring the team is well resourced, is also discussed. So to is the question of how to respond after a crisis subsides.

And we ask: why are so many crisis comms experts former journalists?

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