The importance of monitoring in crisis communication
The added value of crisis monitoring
The emergence of social media requires new strategies for crises, because social media gives a voice to people who normally may not have been heard in the past. The line between social media and traditional media has faded: journalists from mainstream media channels work in a different way than we were used to before. What has remained unchanged is that the role of the media is conflict-based, emotions reign and the mass is risk-averse. As an organization, you need to be able to respond well to that.
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