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AI and reputation

Responsible AI adoption for public relations teams and their organisations

AI is transforming how organisations communicate, make decisions and build trust. It also poses significant reputation risks. 

 

Chalkstream helps communications leaders and senior teams navigate AI and reputation challenges: adopting AI responsibly, managing AI reputation risk and protecting stakeholder relationships.

Ben Verinder, Chalkstream managing director, has been working at the intersection of AI and reputation since 2018. A founder member of the CIPR AI in PR panel and co-editor of 'AI for PR' (Kogan Page, 2026), he is a leading authority on how AI affects organisational reputation and stakeholder trust.​

 

Our AI and reputation programmes are designed for communications professionals, in-house PR teams, agencies and leadership teams.

 

Whether you need to understand AI reputation risk, stress-test your organisation's AI readiness, develop governance frameworks or train your team in responsible AI adoption, Chalkstream provides practical, expert support.

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AI and reputation training

 

Our AI training packages include:

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  • AI and Reputation Leadership: Executive-level guidance on maximising generative AI opportunities while protecting organisational reputation and stakeholder relationships.

 

  • Responsible AI Adoption for Communication Teams: Combining practical implementation with reputation safeguards. 

 

  • AI for Risk, Issues and Crisis: Specialist deployment of AI tools to enhance risk assessment, issues management and crisis communication. 

 

Our simulations include: ​

 

  • AI and Reputation Stress Test: Guided scenario exercises testing organisational responses to AI-related challenges AI such as hallucination, disinformation campaign or stakeholder opposition. Outputs: gap analysis, recommended actions, refined message frameworks.   

 

  • Data / Copyright Drill: Realistic simulation testing cross-functional coordination between communications, legal and IT when data protection or intellectual property issues arise. Outputs: response timeline, capability assessment, updated protocols.
     

  • AI for Crisis Management: Bespoke scenarios, testing the deployment of artificial intelligence tools in crisis communication. Outputs: response timeline, capability assessment, updated protocols.

 

AI and reputation risk consultancy

 

  • AI and PR Risk Audit: A diagnostic framework that rates a public relations or communications team’s performance against 12 specific risks and offers standalone recommendations on how to mitigate those risks.
     

  • AI Risk Audit: A diagnostic framework that rates an organisation’s performance against 12 specific risks and offers standalone recommendations on how to mitigate those risks.
     

  • AI Adoption Accelerator: an initial assessment of a public relations or communications team’s current adoption stage using the Chalkstream BRIDGES model, a set of tailored workshops to improve deployment, and a follow-up plan to ensure sustained and effective team-level adoption.
     

  • AI Policy Assessment: A review of existing AI governance frameworks for clarity, coverage and reputational risk management. Outputs: annotated policy and recommendations for future iterations.
     

  • AI Transparency Framework: Strategic guidance on AI disclosure across collateral. Outputs: plain-language labels for policies, digital platforms and other channels.

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