Build a complete PR and crisis communications capability — from media pitching to crisis response to reputation management
Public Relations & Crisis Communications is the definitive AI framework for PR professionals, communications directors, and agency teams. It covers the full PR lifecycle: media pitching, press releases, spokesperson preparation, crisis response, holding statements, social media crisis management, and reputation recovery. Every prompt is calibrated for the strategic, precise, stakeholder-aware language that effective PR demands.
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All 44 prompts · All 5 modules
"The crisis holding statement framework helped us respond to a product recall in 47 minutes — before ..."
VP of Communications · Fortune 500 Consumer Brand
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No coding required. You will use ChatGPT or Claude as your AI tool to generate marketing content. Follow these steps in order — do not skip ahead.
Purchase & download the framework
Click the buy button on this page. After checkout, click the and hit Download .zip. Unzip it on your computer — you'll see a .md file and a .pdf file. The .pdf is easy to read. The .md file is what you'll copy prompts from.
Open ChatGPT or Claude in a new browser tab
Go to chat.openai.com (ChatGPT) or claude.ai (Claude) — either works. Start a new conversation. Keep this framework page open in another tab so you can copy prompts from it. You'll be switching between the two tabs throughout this process.
Write down your brief before touching any prompt
Every prompt in this framework has [BRACKETED] placeholders like [BRAND NAME], [TARGET AUDIENCE], [TONE]. Before you run a single prompt, open a notes app and write down your real answers for each placeholder. You'll paste these in every time you see a bracket — having them ready saves time and keeps your outputs consistent across all stages.
Stage 1 — Proactive PR System
Go to the above and filter to Proactive PR System. You'll see a list of prompts. Click the copy button on the first one, switch to your ChatGPT or Claude tab, paste it in, and replace every [BRACKET] with your real business info. Hit send. When the AI responds, copy that response and save it — that's your finished content for your press releases, media pitches, and communications team. Repeat for each prompt in this stage before moving to the next stage.
Stage 2 — Media Relations System
Go to the above and filter to Media Relations System. You'll see a list of prompts. Click the copy button on the first one, switch to your ChatGPT or Claude tab, paste it in, and replace every [BRACKET] with your real business info. Hit send. When the AI responds, copy that response and save it — that's your finished content for your press releases, media pitches, and communications team. Repeat for each prompt in this stage before moving to the next stage.
Stage 3 — Crisis Communications System
Go to the above and filter to Crisis Communications System. You'll see a list of prompts. Click the copy button on the first one, switch to your ChatGPT or Claude tab, paste it in, and replace every [BRACKET] with your real business info. Hit send. When the AI responds, copy that response and save it — that's your finished content for your press releases, media pitches, and communications team. Repeat for each prompt in this stage before moving to the next stage.
Stage 4 — Social Media Crisis System
Go to the above and filter to Social Media Crisis System. You'll see a list of prompts. Click the copy button on the first one, switch to your ChatGPT or Claude tab, paste it in, and replace every [BRACKET] with your real business info. Hit send. When the AI responds, copy that response and save it — that's your finished content for your social media posts, captions, and content calendar. Repeat for each prompt in this stage before moving to the next stage.
Stage 5 — Reputation Recovery System
Go to the above and filter to Reputation Recovery System. You'll see a list of prompts. Click the copy button on the first one, switch to your ChatGPT or Claude tab, paste it in, and replace every [BRACKET] with your real business info. Hit send. When the AI responds, copy that response and save it — that's your finished content for your press releases, media pitches, and communications team. Repeat for each prompt in this stage before moving to the next stage.
Optional: Build the full AI-powered app in an AI website builder
If you want to go beyond copy-paste and build a real web app (campaign dashboard, content scheduler, client portal), open an AI website builder such as Airo. Go to the , copy the Orchestrator Prompt, paste it into the AI chat, and it will build the entire app structure automatically.
5 modules · 44 prompts · 5 workflow stages
Proactive PR System
Media pitch email (story angle, news hook, why now), press release template (announcement, product launch, executive hire, partnership), editorial calendar framework, and journalist relationship-building outreach.
9 promptsMedia Relations System
Spokesperson briefing document (key messages, Q&A, off-limits topics), media interview preparation guide, bridging technique scripts, and post-interview debrief template.
9 promptsCrisis Communications System
Crisis communications playbook (detection, assessment, response, recovery), holding statement library (product recall, data breach, executive misconduct, natural disaster, social media controversy), and dark site copy framework.
10 promptsSocial Media Crisis System
Social media crisis response framework (monitor, assess, respond, escalate), platform-specific crisis response copy (Twitter/X, Instagram, LinkedIn, Facebook), comment management guide, and employee social media guidance during crisis.
10 promptsReputation Recovery System
Reputation monitoring framework, recovery plan structure (short-term, medium-term, long-term), stakeholder communication sequence (employees, customers, investors, media), and post-crisis lessons learned template.
6 promptsWrite a media pitch email to [JOURNALIST NAME] at [PUBLICATION] for [COMPANY/CLIENT NAME]. Story angle: [STORY ANGLE]. Requirements: 1) Subject line: the story in one line — specific, newsworthy, not a press release headline, 2) Opening: why this story matters to this journalist's specific beat and audience (show you've read their work), 3) The story: what happened, why it matters, why now (the news hook), 4) The data or proof: one specific statistic, study, or exclusive that makes this story concrete, 5) The access: what you're offering (interview, exclusive data, product demo, expert source), 6) CTA: specific ask ("Are you interested in an exclusive interview this week?"). Under 200 words. No attachments. No press release in the body.
Write a crisis holding statement for [COMPANY NAME] regarding [CRISIS TYPE: data breach/product recall/executive misconduct/workplace incident/social media controversy/environmental incident]. Requirements: 1) Acknowledge: confirm awareness of the situation without admitting liability, 2) Empathy: acknowledge impact on affected parties, 3) Action: what the company is doing right now (investigation, response), 4) Commitment: what the company will do (update timeline, corrective action), 5) Contact: media contact for follow-up. Length: 3–4 sentences. Tone: accountable, calm, action-oriented. Avoid: "no comment," minimizing language, or premature conclusions. This is a holding statement — not a full response.
Create a spokesperson briefing document for [SPOKESPERSON NAME] for a [MEDIA OPPORTUNITY TYPE: press interview/earnings call/crisis press conference/product launch/congressional testimony] on [TOPIC]. Include: 1) Situation overview: context and what the spokesperson needs to know, 2) Key messages: 3 messages to communicate (each with a supporting proof point), 3) Anticipated questions: 10 likely questions with recommended answers, 4) Bridging phrases: 5 specific phrases to redirect from difficult questions to key messages, 5) Off-limits topics: what not to discuss and why, 6) Logistics: format, duration, journalist/audience background. Format: ready to hand to a spokesperson 30 minutes before the interview.
system
9 prompts
workflow
25 prompts
templates
10 prompts
"The crisis holding statement framework helped us respond to a product recall in 47 minutes — before social media could define the narrative. The "acknowledge without admitting liability" structure is exactly right."
VP of Communications
Fortune 500 Consumer Brand
"The media pitch template doubled our response rate from journalists. The "why this journalist specifically" opening — showing we've read their work — is what gets replies."
PR Agency Principal
Technology PR Firm
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