AI · Crisis Management2026

Media Crisis Response AI System

An AI-driven crisis response pipeline that automates the full flow from media issue monitoring → severity classification → response message draft generation. An internal operations system for the PR team.

Challenge

In media crises, speed is everything. The time from issue detection to approved response message was the team's critical bottleneck. Information took an average of over an hour to reach the PR team, and drafting a response direction, crafting key messages, aligning on them, and reaching final approval routinely took 3–4 hours or more.

Approach

Refine available information as quickly as possible once an issue is identified

Compare against past cases, then draft a response plan and message to support decision-making

GPT-based severity classifier implemented (5-level scale with automatic issue type tagging)

Response draft generation via RAG pipeline built on historical case database

PM2-based server operations; generated packages archived for retraining

Work

01 Crisis Type Selection — automatic default severity classification (BLACK/RED) across 7 crisis types

03 Fact Verification Level / 04 External Spread Status — separating confirmed facts from unverified details to improve AI draft accuracy

Outcome

✓

Issue detection → draft generation time: 2 hours → under 15 minutes

✓

Clear visibility into past response patterns and procedural steps

✓

Standardized team crisis response process with automatic SOP integration

Insights