Crisis communication isn’t about control. It’s about connection. When things go wrong, people don’t just want facts — they want honesty, empathy and clarity. In an era where AI exposures can unfold in hours, the organisations that lead best are those that communicate openly across teams long before a crisis begins. Trust, not control, is what carries you through.

When we rely on AI to craft every sentence, we risk losing the raw edges that make stories human. This piece dives into the ethics of AI storytelling and why transparency and intent are the new superpowers.