Introduction to Public Relations Crisis Management and Monitoring

Every organization, no matter how big or small, is vulnerable to crises. According to a study, 79% of businesses suffer a major reputational crisis every five years [1]. In today’s digitally connected world, a single tweet or social media post can spark a crisis that escalates quickly, threatening the very existence of the organization. That’s why Public Relations Crisis Management is crucial for businesses to mitigate the damage and restore their reputation.

Monitoring and alerting is an essential component of Public Relations Crisis Management. It involves tracking conversations about the brand, competitors, and industry-related topics to identify potential threats and opportunities. By monitoring and alerting, organizations can respond swiftly to crises, reducing the risk of reputational damage and financial losses.

Types of Monitoring in Public Relations Crisis Management

There are three types of monitoring in Public Relations Crisis Management: traditional media monitoring, social media monitoring, and online review monitoring. Traditional media monitoring involves tracking mentions in newspapers, magazines, and broadcast media. Social media monitoring, on the other hand, focuses on social media conversations about the brand, competitors, and industry-related topics. Online review monitoring involves tracking reviews and ratings on review websites and social media.

Traditional media monitoring is essential for tracking mentions in influential media outlets. According to a study, 77% of reporters use traditional media to gather information for their stories [2]. Social media monitoring is vital for tracking conversations about the brand in real-time. Online review monitoring helps organizations track their online reputation and respond to customer feedback.

Public Relations Crisis Management: Monitoring Frequency

Monitoring frequency is critical in Public Relations Crisis Management. According to a study, 70% of crises happen outside of work hours [3]. That’s why it’s essential to monitor conversations about the brand 24/7, even on weekends and holidays. Organizations should also monitor conversations on public holidays, as crises can happen unexpectedly.

The Role of Alerting in Public Relations Crisis Management

Alerting is a critical component of Public Relations Crisis Management. Once a potential threat is identified, the team should be alerted to respond swiftly. According to a study, 73% of crises spread within the first hour [4]. That’s why it’s essential to alert the team immediately to respond to crises in real-time.

Alerting should involve multiple stakeholders, including the social media team, PR team, and senior management. According to a study, 80% of crises can be mitigated with the right communication strategy [5]. That’s why it’s essential to involve multiple stakeholders to develop a comprehensive communication strategy.

Best Practices for Monitoring and Alerting in Public Relations Crisis Management

There are several best practices for monitoring and alerting in Public Relations Crisis Management:

  • Develop a comprehensive monitoring plan: Identify the types of conversations to track, the frequency of monitoring, and the stakeholders to alert.
  • Use monitoring and alerting tools: Use tools such as Hootsuite, Sprout Social, or Brand24 to track conversations and alert the team.
  • Establish a crisis communication team: Identify a team to develop a comprehensive communication strategy for crisis response.
  • Conduct regular training: Conduct regular training for the crisis communication team to ensure they are prepared to respond to crises.

Case Study: How Monitoring and Alerting Helped a Company Respond to a Crisis

A famous coffee chain faced a crisis when a customer tweeted about finding a foreign object in their coffee. The company had a comprehensive monitoring plan in place, which allowed them to identify the tweet immediately. The team was alerted, and a response was developed and posted within 30 minutes. According to a study, the company’s swift response helped mitigate the crisis, reducing the risk of reputational damage and financial losses [6].

Conclusion

Public Relations Crisis Management is crucial for businesses to mitigate the damage and restore their reputation. Monitoring and alerting is an essential component of Public Relations Crisis Management. By tracking conversations about the brand, competitors, and industry-related topics, organizations can respond swiftly to crises, reducing the risk of reputational damage and financial losses.

We’d love to hear from you! Have you ever faced a crisis in your organization? How did you respond? Share your experiences and tips for monitoring and alerting in Public Relations Crisis Management in the comments below.

References:

[1] Deloitte, “Reputation@Risk” [2] Cision, “State of the Media Report” [3] Weber Shandwick, “Radar Reputation Study” [4] Pew Research Center, “State of the News Media” [5] Reputation Institute, “Reputation Study” [6] AdWeek, “How a Coffee Chain Responded to a Crisis on Social Media”