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Clip News Vice President Katerina Kechagia was for the second time a guest of journalist Takis Spiliopoulos in the show “Review” broadcasted on Naftemporiki TV. This time, the occasion was the recent publication of a Clip News video about managing a Publicity Crisis.
Ms Kechagia highlighted the ways in which modern media monitoring & analysis solutions can make a catalytic contribution to the difficult task that communication and PR professionals have to carry out when they are called upon to manage a negative publicity crisis for the brand they represent.
Early crisis detection through 24/7 media monitoring
Early detection of a Publicity Crisis is the foundation for its proper management. By using 24/7 media monitoring, you can immediately identify negative references or disturbing patterns on Social Media, as well as other sources such as the Internet, the Press, Radio and Television (RTV). A modern monitoring system offers the ability to react quickly, before the crisis escalates and irreversibly affects your brand’s reputation.
Evaluation of publicity data with quantitative and qualitative metrics
Simple monitoring is not enough – you need meaningful evaluation of the resulting data. Through a combined analysis of quantitative and qualitative metrics, you can understand the depth and breadth of the crisis. This process allows you to tailor your message to accurately address the needs and concerns of your audience.
Quantitative metrics include the following:
- Buzz: the total number of posts or comments on the topic
- Evolution: the number of posts or comments per hour or per day
The following stand out in the qualitative metrics:
- Sentiment: the evaluation of publications or comments as positive, neutral, negative
- Top authors: the most important media or most important social media users, based on Reach or Impact
In-depth analysis publicity report after the crisis
The Publicity Crisis may be over, but the work does not stop there. An in-depth analysis publicity report after the crisis is essential to assess what went well, what could be improved and how similar situations can be prevented in the future. Through comprehensive analysis, you gain valuable insights that strengthen your crisis response strategy and improve your communication at all levels.
Watch the full interview on YouTube.
