A digitalised and highly networked world presents companies with the challenge of effectively dealing with crises through communication. The increasing momentum of social media and the rapid dissemination of information make it even more pressing to act transparently and strategically in crisis situations. Artificial intelligence (AI) affords new opportunities to identify crises at an early stage, to control communication processes and limit reputational damage.
The dissertation examines how AI-supported communication strategies can support companies in crisis management. The focus is on both preventive and reactive measures as well as their impact on efficiency, credibility and public perception. Case studies and expert interviews aim to create practical recommendations for action that will help companies to integrate AI into their crisis communication in a targeted way.
