Crisis communication is a part of PR efforts to minimise the damage to an individual, organisation or a company when facing challenges. It’s important to develop a great and informed strategy in order to reduce the damage. When the crisis emerges, media monitoring is the way to go.

Detecting crisis

Use media monitoring to detect potential crisis in the making. You’ll receive spike alerts when the number of mentions starts growing unexpectedly. You can receive spike alerts on your e-mail, as a mobile app notification or on Slack. Spike alert will show you when the crisis started, the online source it started on and sentiment. That way you can pinpoint the exact cause of the problem and react quickly to avoid further crisis spreading.

Brand Reputation

With media monitoring, you can track your brand’s online reputation which is especially important during a crisis. Reports provide you with the necessary information that will help you make better and productive decisions to get out of a crisis and stay that way. For example, in the reports, you can find a list of the top 10 influencers that are the right fit for your brand. You can collaborate with them and with their help mitigate the ongoing crisis. Also, in the reports, you’ll be able to see what channels are people using to talk about your current situation and engage with them.

Situation tracking

It is crucial to follow how the crisis is developing. You need to know if there are some additional potential problems you should address or if your efforts to mitigate the crisis are making an impact. By making custom reports you will be able to isolate the problem, focus on solving it and learn from this experience so it doesn’t repeat again. Sentiment analysis allows you to track whether the public reaction is still negative or if it moving towards positive, or at least neutral. You can choose an automatic, effective or manual sentiment. The automatic sentiment is not 100% correct because the computer can’t recognize sarcasm, for example. With manual sentiment, you can choose mentions and classify them as you perceive it. The effective sentiment is the combination of the manual and automatic sentiment.


Crises will not only happen to you, but to your competitors as well. Track the development of those situations and learn from them so you don’t make the same mistakes that they did. With competitive analysis, you can see how your brand is performing compared to your competitors and what are the areas that need improvement.

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Content Creator at Mediatoolkit with a particular interest in marketing, media literacy and fashion.