Editorial Record: Submitted December 18, 2024. Revised July 18, 2025. Accepted
September 22, 2025.
Authors
Ruoyu Sun
Assistant Professor
University of Georgia
Georgia, USA
Email: rsun@uga.edu
Yan Jin
Professor
University of Georgia
Georgia, USA
Email: yanjin@uga.edu
Wenqing Zhao
Ph.D. Candidate
University of Georgia
Georgia, USA
Email: Wenqing.Zhao@uga.edu
ABSTRACT
The rise of Generative Artificial Intelligence (GenAI) introduces new challenges to crisis communication. This teaching brief describes a crisis simulation exercise, conducted separately in two crisis communication classes at a university in the United States, where undergraduate public relations students apply crisis communication theories to address a GenAI misuse scenario based on the artificial intelligence (AI) scandal involving Sports Illustrated. Students assume roles of crisis management team members, board members, or journalists to perform specific tasks throughout the simulation. A mock press conference is integrated into the simulation, enabling students to engage in real-world crisis communication dynamics and practice their crisis communication skills in a realistic, high pressure setting. Afterward, the crisis responses developed in each class are shared for critique, objective feedback, and reflective learning.