How horizon scanning can help with your crisis communications strategy

As shown by high-profile scandals that have hit the headlines recently – from the Post Office Horizon case, to the Boeing blow out – no brand is immune to crisis.

In our constantly connected world, a crisis could emerge from external factors like supply chain problems, misinformation, and data breaches, or from internal issues like information leaks, or staff misconduct.

With the right skill set and tools to prepare for all possible scenarios, PRs have a clear starting point on how to handle each type of risk.

Understanding, and planning for, risk

Horizon scanning tools offer a look ahead at potential problems, including what’s happening in the media, in politics, and what is on the minds of the public, seen through their online actions and reactions.

‘No tool offers a crystal ball, but asking the right questions helps you understand internal and external risk issues and how you may need to respond,’ believes management consultant and professional advisor Sarah Waddington CBE.

Media monitoring and social listening tools allow PRs and comms professionals to track their organisational reputation, competitors, as well as issues facing the industry. These tools empower you to pinpoint early signs of risk, as well as where your organisation fits within the unfolding stories.

Monitoring emerging issues, trends, and opportunities

For effective planning amid the 24-hour news (and social media) cycle, Vuelio’s unique media monitoring technology identifies risks, trends, and opportunities across your sector.

Monitoring your brand’s presence in the stakeholder environment helps you understand the immediate impact of any news story, and how events spread across mainstream news, online, and social media.

And as media topics can quickly spread to the halls of Government and diaries of legislators, Vuelio also provides weekly sector specific horizon scans and consultation updates for identifying upcoming events, as well as important discussions in Parliament.

These solutions uncover important signals among the static, helping you find relevant coverage and conversations relevant to your organisation and your stakeholders.

Strategic planning and controlling the narrative

Keeping an eye on real-time stakeholder conversations gives you the opportunity to answer quickly.

As research into the controversy surrounding brands involved with the 2022 FIFA World Cup shows, organisations linked to negative coverage need to react quickly. Leaving the story to play out – with hopes it will die down – risks other voices taking over.

For extra support with your reputation management strategy, our Insights team is also on hand to prove the value of your comms and help you understand the immediate impact of a crisis. They’ll also provide you with recommendations to support your future plan and strategy, including risks, threats, and opportunities.

Find out more about Vuelio Insights as well as our PR software for media monitoring.