The system, called Crisis Oracle, is built on Pulsar’s TeamMates platform and acts as an intelligence partner for PR and communications teams, scanning social media, forums and news to find narratives about a brand.

Crisis Oracle uses Pulsar’s Pulse engine to evaluate narrative risk based on size, visibility and speed of spread, with narratives categorised into clear stages – such as calm, concern, incident or crisis – to help with the prioritisation of response.

Pulsar said that Crisis Oracle clusters conversations into narratives, rather than treating posts in an isolated manner, and would focus on content about the brand in question and which was meaningfully negative.

Francesco Dorazio, founder and chief executive at Pulsar, said: “Brand crises rarely start with a single viral post. They start as narratives that quietly build momentum.

“Crisis Oracle is designed to spot those patterns early, so teams can respond strategically rather than react under pressure.”