NEW
Font size
WorksheetsAnticipate a Crisis through Digital Analytics
Total questions: 15
Worksheet time: 8mins
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
After the issue hits, you can leverage the things you have learned in the first phase to help correct the record.
Identify known issues
Face the crisis day
Profile pro and con influencers
Correct history
Did you reach out to the right people during the crisis to help spread your message? Were they effective in spreading that message beyond their initial post? Did any new people emerge as influential whom you could use in a future crisis? These are some of the questions you evaluate _____.
The right words
The right influencers
The right content
The right story
Utilizing social data before, during, and after a crisis can be invaluable in finding the right content mix, issues, and channels, and, most importantly, protecting your brand from future attacks.
TRUE
FALSE
It can give you search volume, traffic forecasts, and keyword suggestions for a variety of keywords and phrases.
Content Insights from BuzzSumo
Wordle
Google Keyword Planner
SEM
If a known issue comes to light and you have done your research, all that should be required is to activate your crisis protocols, except ______.
Form a monitoring team
Activate the war room and crisis response team
Develop a schedule
Executive summary
