Como você integra a análise de dados aos planos de comunicação de crise para garantir respostas oportunas e eficazes?

The importance of specific data points is likely to be recognised during a crisis – when it is too late to implement basic processes. It's therefore vital to consider beforehand how to collect relevant data in a crisis and how the data should be handled. Table-top exercises, involving various members from across the organisation, are an incredibly useful tool in this regard.

When working through an evacuation of 1,000s of guests Dom Rep whilst working for a travel company, we had to quickly analyse the response. What this taught me was you need to be prepared with fundamental data and statistics. This allows for quick data driven decisions when it’s needed. Rather than waiting for data.

En crisis comunicacionales, las herramientas analíticas juegan un papel crucial en comprender la magnitud del problema, evaluar el impacto en la percepción pública y responder de manera efectiva. Herramientas como Brandwatch, Semantria, Talkwalker, cumplen distintas funciones: Algunas ayudan a monitorear las menciones y conversaciones relevantes para detectar la crisis tempranamente y responder de inmediato, mientras que otras analizan si las menciones son positivas, negativas o neutrales para entender la percepción general y ajustar la estrategia de comunicación. También hay otras herramientas analíticas que analizan patrones y tendencias en los datos para identificar las causas subyacentes de la crisis y abordarlas de manera efectiva.

In a past project, we faced a crisis that required immediate action. We utilized real-time analytics tools like Google Analytics and social media monitoring platforms to gauge public sentiment. Setting up alerts for specific keywords allowed us to track sentiment shifts instantly. A key lesson was the importance of a pre-established data collection process, which enabled us to make quick decisions. Regular tabletop exercises ensured our team was familiar with the tools and data points needed in a crisis. By continuously refining our strategy based on this data, we improved our response times and communication effectiveness.

Making sure that you're looking at data and its analytics over time will help you make ongoing recommendations that shift with the needs of the business/client/organization. When you look back at them over time, you'll be able to see what worked and what you need to do differently next time.