Crisis Management best begins before a crisis manifests,
generally by performing media monitoring. Online media monitoring looks at
not only what the press is saying about you on the Internet, but what is
'brewing' in Internet forums and blogs. The reason these types of
communications should be of interest to companies and organizations is because
the attitudes, emotions and content conveyed in these communications reflect
public and customer perception of what your company stands for, your reputation
and areas of potential business opportunities as well as problems that need to
be addressed. Opportunities for creating online relationships can provide
valuable and candid information about your organization's products, services,
opportunities for enhancements and new offerings as well as supporting customer
advocates and fans that traditional market research may take much longer to
uncover.
Media Monitoring
Media
monitoring is tied to the public policy model related to issues. By monitoring
the media, companies and organizations know what organizations, interest groups,
and the government and any other stakeholder is saying about them. This is
important for a company or organization so that they can manage the relationship
in a way that aligns their organizational objectives to be consistent with
(versus at odds with) their strategic audience.
Media
monitoring also gives your organization information about your customers and
detractors, providing information about areas in your company that need to be
addressed before they become major issues.
Media monitoring also helps
your organization identify looming crisis’s so that you can develop plans to
address these before they hit traditional media or turn into national policy
issues.
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