Crisis monitoring

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.

See a crisis coming due to media monitoring

Keep an eye on what is going on in the media on a structural basis and ensure that you can see a crisis coming early. Set up alerts to be the first to know when a situation is about to get out of hand.

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.

Insight into social media, online media, print and RTV (national & international)

Set alerts for important posts, discussions or volume increase

Create dynamic reports and press release analyses

View which relevant topics arise

Identify influentials

Monitor based on the reputation pillars of Van Riel

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