3 Factors to Measure During a Crisis
When a crisis hits, it’s easy to assume you’re taking on water. But before you start bailing your brand out, you need to know whether or not your brand is truly sinking.
If you react before you have the proper context, you could make the issue worse. So how can you gauge the true impact of a crisis on your brand?
Media intelligence can help you understand the discussion surrounding the crisis so you can determine how best to act – or whether you need to act at all. Sometimes lying low and not entering the conversation is the best decision.
So how do you use media intelligence during a crisis? Here are three factors you should be monitoring to help you adapt your crisis communication:
1. How much your brand is mentioned
The crisis itself may be getting a lot of coverage, but how much is your brand involved? Use social media listening software to track keywords relating to the crisis and take note of how often your brand is mentioned in relation to it.
For example, when a series of shark attacks hit North Carolina beaches, Visit North Carolina was concerned about the level of media coverage the crisis was getting. But with media intelligence, they were able to determine that the state itself wasn’t being singled out.
Media intelligence offers a neutral, third-party perspective. It allows you to take a step back and look at the whole picture of the crisis and where your brand falls within it.
2. What is being said about your brand
It’s not enough to only look at how often your brand is mentioned in relation to a crisis. You also need to track what people are specifically saying about your brand.
You may think a small amount of coverage has little impact, but a few negative comments can do major damage to your brand. Conversely, your brand could be getting a lot of attention, but it might not all be negative.
If you see a lot of negative comments, don’t get discouraged. Think of them as an opportunity instead. Engage with the naysayers to turn the sentiment positive and convert them to brand supporters.
3. Your audience’s reaction to the crisis
Once you understand the context of people’s comments, you can understand the impact of the crisis on your brand’s reputation. But what is the next step?
You need to know more than what your audience thinks about the crisis; you also need to know what they plan to do about it. In the case of Visit North Carolina, discussion focused on how swimmers invaded sharks’ territory, instead of blaming the organization.
Are they swearing off your brand entirely and claiming they won’t do business with you? If that’s the case, you will probably want to implement some serious damage control. Each situation, however, will be different, so you should adjust your crisis communication strategy accordingly.
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Thought leadership and communications strategy for the C-suite written by the C-suite.
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