The importance of monitoring in crisis communication
The added value of crisis monitoring
The rise of social media requires new strategies for crises. This because social media allows people to share their opinion that might have gone unnoticed in the past. The line between social media and traditional media has faded: modern journalists from mainstream media channels work in different ways than what they used to in the past. However, what remained the same is the role of the media. Media has always been conflict-based and emotional. As a professional organization, it is important that you are able to respond quick and proper in times of media pressure.
Monitoring during a crisis
Include media monitoring in the decision whether or not to make a public statement during a crisis. Monitoring gives you insights into the volume, sentiment and the most important people during the crisis or discussion. An analysis of the crisis helps in making the right decisions.
In our (communication) strategy, we focus on the various sectors to gain insight into the issues and developments within them. In this way, we set up a tool in which we not only pay attention to our own brand monitoring, but actually take the next step and keep a close eye on the industry and society. After all, what is going on in society can affect or improve the reputation of a brand. We use the results from the tool to respond to this.
Liesbeth Aarssen, Manager Marketing PR @ EY