Crisis Communication
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Stage Get Started Right Leverage Investments Perform to Target Metrics Deliver Positive ROI
Example Activities
  • Determine required listening technologies and resources to monitor.
  • Listen to conversations about executives and brands.
  • Develop social media action plan for a crisis
  • Review across organization for other investments in social.
  • Correlate online influencers to offline program.
  • Communicate directly and consistently with online influencers.
  • Activate advocates around a potential crisis.
  • Widely distribute positive information to combat growing negative story.
Sample Goals & Objectives
  • Establish comprehensive list of topics for monitoring
  • Define issues that represent crisis.
  • Understand who is an online influencer.
  • Eliminated 1 of 3 in-person events by converting activity to online community engagement.
  • Develop consistent reporting requirements for tracking potential crisis.
  • Establish thresholds for conversation changes that will alert crisis team and management.
  • Expand relationships with key influencers.
  • Reduce the impact of a potential crisis by enabling brand advocates.
Sample Evaluation Metrics
  • Create a list of 25 top online influencers.
  • Set benchmark statistics for brand mentions and average sentiment scores.
  • Reduced listening cost by 10%.
  • 17 of top 25 influencers are advocates, an increase in 25% from last year.
  • Prevented a negative story from being published in the NY Times and WSJ which saved $1 million in crisis PR costs.
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