Media Alerts, Scenario Planning, Summary Reports
“Tomorrow belongs to those who can hear it coming”
When a situation or issue becomes a crisis, the risk of making poor decisions increases. With less time to think or plan and more pressure to act, mistakes can be made.
Media monitoring too liberally promotes the delivery of ‘insight’, but the real goal should be ‘foresight’. By understanding trends, patterns, stakeholder behaviour and trigger points in a story, it is possible to develop future scenarios and subsequent action plans to manage each one. Should a potential scenario materialise, a considered and prepared communications plan can be activated promptly to deliver an effective and coordinated response.
To develop scenarios and identify trigger points takes a combined effort and collective understanding of the key issues most likely to impact on the business. Technology can support this approach, but human interaction, analysis and feedback is required to develop and maintain an accurate media listening brief and effective method of communicating updates on the right issues to the right people at the right time. By doing so, a crisis can often be averted or at the very least prevented from becoming a major issue for the organisation.
At Outcider, we work closely with our clients as an extension of their communications teams because only by doing so can we expect to effectively use media analysis for crisis aversion.