When responding to crisis, its critical to have a deep understanding of the severity of the issue, the harmed/at risk parties, and potential audience reactions. But that isn’t enough. You also need to know that the message you’re delivering will resonate. And in a high pressure situation, it’s often difficult to look objectively at the language you’re using, and determine whether the tone is appropriate.
That’s why we’re adding a series of features to Dynamic Response that all aim to help in the message drafting process. The first of these features aresentiment analysis and smart suggestions.
Now, when drafting a message in Dynamic Response, you’ll get a live rating that shows whether your language might be received as too negative (or overly positive) in tone. In a crisis, it’s easy to sound defensive, especially when debating the details of what happened, or who is at fault. Conversely, using language that is too positive can raise suspicion, or sound disingenuous. Dynamic Response now uses AI-powered natural language processing to help you strike the right tonal balance.
You’ll also get continuous readings on the length of statement, sentence count, and reading complexity, with suggested target ranges based on your selected audience.
Certain words and phrases should almost always be avoided in a crisis response. Words that feel intentionally vague or weak can make audiences uneasy. Jargon, “legalese”, and overly technical language can make your response feel cold and impersonal. Dynamic Response will now highlight words to be avoided, as well as sentences that have been identified as particularly negative.