For fifteen years, we trained—including through our agency Compaijen C&C —crisis communication teams at government agencies, hospitals, emergency services, and companies. What we consistently observed was that, no matter how good the method is, it remains difficult to deliver effective communication quickly during a real crisis. High staff turnover meant that knowledge faded between crises and training sessions, and in the heat of the moment—under pressure, stressed, and short-staffed—it often came down to whoever happened to be on hand. AI offered a solution. First, we trained people to use ChatGPT, using prompts in ready-made Word documents. That helped, but not enough: it remained difficult to quickly find the right prompts, get consistent output in line with the method and our own organization, and not lose track of things in endless open chats. That’s when we decided to build the method into software ourselves, in a system designed entirely for crisis situations.

Our mission is to ensure that every organization can make the right choices and find the right words when it matters most—so that the damage to those affected, to society, and to the organization itself is minimized. That’s what we’re working on, every day.