Anticipate a Crisis through Digital Analytics

Crisis situations can rapidly emerge and impact any company. Digital data gives companies a mechanism to monitor issues before they become a full-blown crisis as well give them more specific feedback during a crisis which informs the company’s responses. What digital data is most useful for brands during a crisis?

• Search data

• Web analytics data

• News/ Mainstream press

• Social conversation data

Which one is relevant to the element of phases of the crisis issues management model for the issue on How much conversation is taking place about your brand right now versus about the general industry? Do you know?

• Identify known issues

• Face the crisis day

• Face the crisis day

• Respond rapidly

They are aware of issues your customers might be having with the product or service and will have a list of known customer issues that you can use to begin the online research process.

• Legal issue

• Human resources issue

• Customer service issue

• Business unit heads

Influencer relationship management is an important piece of the crisis issue management model. What is NOT the best practices listed below for working with influencers are it relates to crisis management?

• Influencer pro/con profiles

• Content seeding in strategic locations

• Proactive outreach to influencers to discuss the current issue

• Influencer campaigns that provide gifts/incentives for them to give favorable POVs

Identifying the issues is the sole focus and responsibility of public relations. They bear the brunt of managing and responding to a crisis for a brand. Is this statement true or false?

• TRUE

• FALSE

After due diligence has been performed and the issues have been identified and mapped to the parts of the company that will be affected, what should a company do next? Choose the best answer below:

• Begin responding to combat the crisis

• Build dashboards and reporting to monitor the crisis

• Research and analyze the online conversations

• Create and execute an influencer outreach campaign

Communication during a crisis is even more scrutinized than normally. What is one way a company can avoid stumbling with their communications when responding to a crisis?

• Ensure the most senior executive communicates the respond

• Respond as quickly as possible to as many issues as possible

• Respond to the first issue that has been identified and keep adding from there

• Analyze the conversations to identify positive and negative words being used

After you’ve successfully survived a crisis, what activity is NOT should you engage in when it’s over to correct history and maximize recovery?

• Evaluate your research and score yourself

• Disengage with influencers to avoid communication burnout

• Perform post-mortem analysis on your content response performance

• Identify the channels that worked best for future use

After you have identified the keywords people are using online, the goals should be to customize your content to what the community is looking for and also to make it as visible as possible.

• Profiling Pro and Con Influencers

• Tagging the Right Words

• Tagging the Right Words

• Crisis Day Monitoring and Ongoing Reporting

A component of listening to the known issues and identifying any that are currently being talked about is nailing down the people who are driving the share of conversation online

• Placing the Right Content

• Tagging the Right Words

• Crisis Day Monitoring and Ongoing Reporting

• identifying influencers