AI is changing many aspects of communications and PR, particularly how we prepare and train for crisis situations and media interviews. Understanding how AI can cause or fuel a crisis and knowing where you should and shouldn’t use the tool for media interviews or crisis comms is a must in today’s landscape.
Crisis Training
In early 2026, AI was a major factor in crises for many businesses, including DoorDash, where AI caused the crisis and Hilton Hotels, where AI fueled the crisis. These situations are becoming more common every day, and no business is immune to the problems AI is creating. I’ve heard firsthand from executives who are rightly worried about how bots, deepfakes and AI-created content are changing the game in crises.
When leading an interactive crisis training, it’s a must to include guidance on how to navigate AI. Tabletop exercises are a great way to think through your organization’s best practices for handling these situations.
To start, here are four AI factors you must address in crisis training.
- Do you have people on your team who know how to identify misinformation, bots or deepfakes?
- How and when do you respond to AI-generated content?
- Are you familiar with processes to report and remove AI-generated content?
- Do you need to bring in additional resources or experts more familiar with these tactics?
When training on how to respond during a crisis, it’s also important to have frank conversations about how you use AI. At Media Minefield, we’ve tested AI responses in mock crisis situations, and we haven’t been impressed. AI-created crisis response plans lack understanding of current events and the nuance of specific organizations and industries.
The statements and messaging it creates lack compassion, emotion and a human voice. While it may feel easy to turn to AI when stress is high, there is a real chance you’ll create an even bigger problem for your organization by showing you don’t care enough to be authentic with the people impacted. Develop AI guidelines, and don’t break them when a real crisis hits, just because it feels easy.
Media Training
Media outlets and journalists are inundated with AI-generated content today. Standing out in the midst of the AI slop tidal wave is harder than ever, and generic media pitches or answers that lack a distinct voice will be tossed aside. Combine that with the fact earned media is more important than ever in the age of AI search and visibility, and the need for training on providing authentic content, expertise and thought leadership is clear. Media training will ensure you’re ready to stand out as a unique and valuable voice in the world of AI sameness.
When training for media interviews, here are three ways to ensure you stand out.
- Write your answers or talking points, and then compare them to AI-generated answers. Are they too similar?
- Look for places to add personal and specific examples.
- Make sure you’re working in key messages specific to your expertise and your organization’s uniques.
A customized media training gives you a chance to focus on the nuances of your organization and industry and work that into the way you communicate with others.
Training also helps you understand how to game the AI algorithms. Gone are the days when you have to reinvent everything you’re saying each time you say it. In the age of GEO, results favor similar messaging. Lean into that while keeping answers unique to you.
Media training, just like crisis training, should include practice run-throughs. Get comfortable with not memorizing answers and embracing natural conversation, taking a pause or using a slightly informal phrase. It shows authenticity, and that will go a long way with the media, which is looking for insights and expertise that is personalized and unique.
How to Use AI in Training
Despite all those warnings, AI can be very helpful in crisis and media training.
- Use it to generate potential reporter questions.
- Have it help you look up background information on a reporter or media outlet.
- Check what most other experts are saying about a certain topic so you can fill in the areas being missed.
- Ask what the most likely crises are to hit your business.
- Have AI generate unique crisis situations for you to practice responding to.
AI should not and can never replace your voice, your core values or your personal experiences. Use those things to your advantage so you stand out in a crowded landscape. Train and practice to ensure you can maintain your credibility and trust with your stakeholders during any crisis or media interview.