Get Ahead of a Crisis With These Key Measurements
Every second counts when you’re at the center of a comms crisis. Navigating through the storm might seem daunting, but it’s an opportunity to put your media monitoring and social listening platforms to work. The information you gather can help dictate your speed of response, but information overload can quickly hamper your efforts. The key is identifying the information that matters most.
So what metrics should you be tracking? Which ones will accelerate smart decision-making and effective action? We’ve created this tip sheet to help you identify what to measure and offer some tips to help you come through the other side with your brand reputation intact.
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Resource Highlight: Inside 5 Essential Metrics to Track During a PR Crisis
This tip sheet provides you with ways to measure the severity of a crisis, and one of these five metrics we recommend is sentiment analysis – a PR staple that can offer vital insight during uncertain times. Here are three things to keep in mind when using this as a crisis metric:
Look at the speed of sentiment changes over time to pinpoint the start of a crisis
Use keyword searches for your brand and related terms to capture the sentiment across the full crisis conversation
Set automated alerts to get notifications on new pieces of coverage, then scan the sentiment on each one
Drilling down into the right metrics during a crisis will help you make better decisions for your brand – and faster.
Download this resource to see all five crisis metrics.
Why We Chose These PR Metrics
Time is of the essence when a crisis hits. That’s why we zeroed in on these five essential metrics, which will deliver the most immediate and actionable insights during a crisis. While they are certainly not the only metrics you could track, these are the ones that overwhelmed and resource-strapped PR teams should prioritize to act quickly when required.
By maintaining “always on” perspective, you can establish a baseline of normal activity, from which you can easily identify anomalies, and pinpoint when a potential incident is about to unfold.
Use this tip sheet as a guide to the metrics you should be tracking, and how they can give you valuable insight to get effective, purposeful decision-making during a brand crisis.
Get these tips on public relations crisis metrics by filling in the form.