Despite the frequent claims by increasingly desperate evangelists keen to avoid a cataclysmic financial bubble, AI is not always suited to every company, situation or industry, and its irresponsible use can quickly lead to a PR crisis. Given that AI summaries are so notoriously unreliable that they have led to landmark court rulings , using large language model tools should be undertaken with extreme caution, as your business may be liable for any misinformation caused by hallucinated information. AI tools themselves are subject to an unprecedented PR crisis to the point that younger demographics outright reject any tool , marketing or product that appears to have been made in whole or in part using AI tools. Because of this, AI can create PR crises in a wide number of ways, from its mere existence to the spread of misinformation or malpractice. How do you navigate these disasters? Every type of AI-related PR crisis requires a separate approach, but here are three common scenarios and how you can navigate them.

When building and growing a brand, your business’ visibility, reputation, and public perception can make a huge difference in your level of success. Trust, credibility and a strong identity are factors that have a big influence on consumers and potential clients. Public relations (PR) strategies are a way to promote and manage perception and reputation. In the PR toolbox, several tactics and tools work together.

Find out more about how important the reaction to negative reporting is, and how reputation management can turn a negative situation into a massive positive.

Public relations (PR) is not a new invention. In fact, the precursor to modern PR can trace its origins back centuries to the early days of mass media in the late 19th and early 20th centuries. Of course, the world has changed considerably since then and the arrival of the internet forced the PR profession, along with many others, to evolve once again. This is when digital PR entered the frame. What is digital PR?  As its name suggests, digital PR specifically focuses on reaching your customers in their online worlds. It’s not the same as digital marketing, but digital PR activities should tie in closely with your broader marketing strategy. Digital PR is all about starting conversations with your audience and making sure they see and hear from you in an increasingly noisy online environment. That means it needs to be carefully targeted to ensure it not only reaches the right people but that it also delivers the right message. In this way, it is not dissimilar to traditional PR, which involves placing clients in relevant print publications or broadcast shows to widen their reach. However, in the digital world, life works slightly differently. This means targeted campaigns are particularly important and the messaging you use needs to be adapted for different channels.

Discover why social media channels are more important than ever for brands and how our changing scrolling habits are shaping the way companies behave online.

Discover why it is not always a virtue to be stubborn, when changing your mind is the right idea, and how empathy must come first with crisis communications.

When it comes to content marketing, here are some strategies that will be well worth pursuing in 2026, from using AI to personalising content to audiences.

If you know your firm will have to announce bad news, you will have reason for concern. But a skilled crisis communication agency can help limit the damage.