For fifteen years, we trained crisis communication teams at government agencies, hospitals, emergency services, and companies. What we consistently observed was that, no matter how effective the method, it remains difficult to deliver effective communication quickly during an actual crisis. High employee 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 there.

AI offered a solution. At 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 keep track of things amid endless open chats. So 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 decisions and find the right words when it really matters. So the impact on those affected, on society, and on the organization itself stays as small as possible. That’s what we work toward, every day.