For the past couple of years, it feels like we’ve been operating in permanent crisis mode. Problem is, far too few companies are prepared for when crisis strikes. If they have actually drawn up a crisis plan, chances are they’ve left it in a folder somewhere, and never looked at it again.And so, the lack of preparedness can lead to chaotic, reactive responses that can damage a company’s reputation.
Understanding the value of time and information in crisis management
As anyone who has been through a crisis will tell you, your most valuable assets when you’re in the eye of the storm are time and information. The more you know about the crisis, and the longer you have to prepare a meaningful response, the better your chances of navigating the crisis successfully the better off you’ll be. And you don’t have many chances to fix the issue: a wide range of stakeholders are watching how a company responds in these situations, expecting actions to align with a company’s values and commitments.
Media monitoring: an essential tool in crisis communications
In the heat of the moment, as people are scrambling to limit the damage and defuse the crisis, they often overlook one of the most valuable tools you can have in a crisis: media monitoring. Why? When trouble strikes, you want to know exactly who’s saying what about you, and on what platforms. Measurement tells you the main topics of discussion; which stakeholders are driving the narrative; and critically, how your audiences are reacting.
This helps you stay on top of any shifts in the narrative, and gives you the insight you need to decide on your next steps.
In fact, a robust media monitoring programme may even tip you off before a crisis strikes. When you see a certain narrative unfolding, you can move quickly to turn what could be a major source of reputational damage into an issue that is handled relatively more easily – or even turned to your advantage, by landing key messages at the right time to defuse an issue.
Post-crisis: using media monitoring to rebuild reputation
And once you’ve weathered the worst of the crisis, media monitoring is there to help you rebuild your reputation. The data and insights you glean from your media reports are an important tool in knowing which perceptions need addressing, and which influencers can be used as allies going forward.
For effective crisis communications, media monitoring is indispensable. It provides the time and information necessary to navigate a crisis, offering insights that guide both immediate and long-term reputation recovery strategies.
If you’re interested in knowing how media monitoring can make your organisation more resilient in a time of crisis, talk to us. We’ve got just what you need.
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