• Skip to Content
  • Skip to Main Navigation
  • Skip to Information Links
  • Skip to Site Search
  • Skip to Footer
  • Skip to Accessibility Information
  • Home Page

Information Links

Haymarket Marketing Communications:

  • PRWeek
  • Campaign US
  • MM+M
  • 30-Day Trial
  • Register
  • Sign in
  • Search
  • Menu
  • US|
  • UK|
  • Middle East|
  • Asia

PR Week Global

  • Menu
  • Search

Main Navigation

Menu

Main Navigation

  • US|
  • UK|
  • Middle East|
  • Asia
  • News
      News
    • Agency
    • Breakfast Briefing
    • Consumer
    • Corporate
    • Healthcare
    • Media
    • Public Affairs
    • Technology
    Show
  • In-depth
      In-depth
    • Agency Business Report
    • Power List
    • Crisis Corner
    • Newsmakers
    • Women of Distinction
    • Bellwether Survey 2022
    • Hall of Fame
    • 40 Under 40
    • Salary Survey
    • Health Influencer 30
    • Best Places to Work
    • Career Guide
    Show
  • People in PR
      People in PR
    • Hall of Fame archive
    • Opinion
    • Newsmakers
    • Steve Barrett on PR
    • Don Spetner
    • Dashboard 25
    • Around the office
    • Pride in PR
    • CEO Focus
    • CMO Focus
    • Femme Forward
    • Pets in PR
    Show
  • Resources
      Resources
    • Ebooks
    • Digital Editions
    • Agency Business Report
    • Salary Survey
    • Campaign Case Studies
    • Bellwether Survey 2022
    • Cannes 2022
    • Dashboard
    • Podcasts
    • Webinars
    • Places to Be 2022
    • Contact Directory
    • Jobs
    • Renew
    • Subscribe
    Show
  • Events
      Events
    • Crisis Comms Conference
    • PRWeek US Awards
    • PRWeek 40 Under 40
    • Women of Distinction
    • PRDecoded
    • PRWeek Global Awards
    • PRWeek Purpose Awards
    • Healthcare Conference + Awards
    • Hall of Fame
    • Brand Entertainment Awards
    • Webinars
    Show
  • Jobs
  • Directory
  • Agency
  • Breakfast Briefing
  • Consumer
  • Corporate
  • Healthcare
  • Media
  • Public Affairs
  • Technology

  • Trending :
  • Crisis Comms Conference
  • Best Places to Work
  • PRWeek Awards
  • Healthcare Conference + Awards
  • Women of Distinction

Partner content

In partnership with

NetBase Quid

Mastering every stage of a PR crisis

Being prepared for when one happens. Reacting correctly when in the midst of one. Avoiding one entirely. As it relates to PR crisis, you’ll want to achieve at least one of these results. This recent NetBase Quid webcast will help you do that.

by Deborah Stoll October 14, 2021

  • Share article on Twitter
  • Share article on Facebook
  • Share article on LinkedIn

Featured speakers:
-
David Chaitt, director of customer success, NetBase Quid
-Michael Seymour, global director of market research, NetBase Quid

• Discovery + Monitoring

At NetBase Quid, understanding exactly what is going on in the marketplace “starts with “discovery,’ ” says Seymour. “Discovery allows businesses to find trends or something happening in the marketplace for the business to take action on which we then pair with monitoring. You cannot be prepared, or act during a crisis, without monitoring.”

The integral monitoring piece, as Chaitt goes on to explicate, revolves around both planning ahead and using the best tools at your disposal to get ahead of the curve.

“This means keeping tabs on your industry and being inclusive of both your brand and your competitors,” he advises. “Many of my clients have historically looked exclusively at themselves, but it's important to also look at your competitors.”

• Early indicators

“We always recommend customers look at early indicators of possible crises,” notes Chaitt, using minimum wage as an example. “This wouldn't only be inclusive of the phrase itself, but the hashtags, which may or may not even mention you or your industry.”

If you keep tabs on this, Chaitt and Seymour agree, you can remain one step ahead of the conversation and, also, your industry.

• Alerts

“There are three different kinds of specific scenarios in which you want to be notified immediately,” explains Chaitt. “The known detractors such as key politicians, influential publishers, domains, authors and keywords and any metric, which is about thresholds of volatility from what you expect.”

This, as he elaborates, is contingent on setting the right benchmarks in terms of expectations so that you are keeping tabs on what you expect versus what's actually happening.

• AI

The best AI capabilities go beyond passive listening and seek to predict what conversations should be, which may sit below or above the thresholds of desired metrics.

“It’s the balance of these three that makes clients most effective,” notes Chaitt.

• Education

Another integral piece of crisis management is education, “particularly at the executive and leadership level,” suggests Chaitt. “Education is critical both in terms of executives understanding the benchmarks and tools used to address what their brand and industry requires of them.”

As Seymour adds, “Executives oftentimes overreact and are liable to take action immediately, when that may not be necessary.”

• Analysis

“It's important in advance to think about possible risk or upcoming campaigns, partnerships, earnings or call reports,” advises Chaitt, noting that in many cases a client’s PR team owns this type of analysis. “They can then help guide any possible adjustments that need to be made, which will minimize headaches and save time and stress later on.”

It will also, as Seymour notes, “help you understand whether you should take action or just make sure you stay really aware.”

This, as Chaitt mentions, ties back to executive education.

“Getting executives comfortable with the fact that not everyone's going to be their biggest fan,” he says, “and educating them as to what those thresholds mean in terms of escalations and actions is a great foundation for your communication with leadership.”

As Seymour reiterates, “This is a key ‘before thing.’ You have to educate before anything occurs to ensure no one overreacts in a crisis situation.”


More...

  • Investing in the future of your people

  • How to effectively communicate your brand’s environmental sustainability strategy in an era of greenwashing scrutiny

  • What data can do for you – and the entire organization

  • The media-consumer chasm – and what it means for you

  • ESG from A to Z

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Resources

  • The Future of Work

  • Dashboard 25

  • Crisis Comms Conference

  • Best Places to Work

  • PRWeek Awards US

  • Hall of Fame

  • Women of Distinction

  • Salary Survey

  • Health Influencer 30

  • Healthcare Conference + Awards

  • Purpose Awards

  • PRDecoded

  • Bellwether Survey

  • Changemakers

  • 40 Under 40

  • The Power List

  • Pride in PR

  • Brand Film Awards

  • Agency Business Report

  • Webinars

  • Find a Job

  • Podcasts

  • Subscribe to PRWeek

Resources

Up next:

A&W mascot Rooty, who is wearing blue jeans.

‘People got up in arms’: The inside story on A&W’s tweet parodying M&M’s

Trump in his first debate against Joe Biden in 2020. (Photo credit: Getty Images).

Advocacy groups decry Meta Trump reinstatement

Pfizer has not responded to requests for comment. (Photo credit: Getty Images).

What — if anything — does the Project Veritas COVID-19 mutation video mean for Pfizer?

The parameters are the result of work initiated by Twitter in December 2020. (Photo credit: Getty Images).

Twitter improves brand safety parameters as ad revenue craters

M&M’s spokes candy controversy is a Super Bowl stunt

M&M’s spokes candy controversy is a Super Bowl stunt

Breakfast Briefing: 5 things for PR pros to know on Friday morning

Breakfast Briefing: 5 things for PR pros to know on Friday morning

Palm Springs selects agency to push California destination

Palm Springs selects agency to push California destination

Why executives flame out

Why executives flame out

Boll & Branch is celebrating its 10th anniversary next year.

Boll & Branch names Diffusion AOR

Timeline of a crisis: Balenciaga stumbles as it walks back questionable campaign images

Timeline of a crisis: Balenciaga stumbles as it walks back questionable campaign images


JOIN, SHARE, LIKE, FOLLOW US ON:

  • f
  • t
  • I
  • l
  • yt
About PRWeek
  • About Us
  • Contact Us
  • Editorial Calendar
  • Advertise
Subscribe
  • Subscribe to PRWeek
  • Newsletters
  • FAQ
Global
  • PRWeek UK
  • Campaign Asia
Haymarket © Haymarket Media Group Ltd. | Terms & Conditions | Cookie Notice | Privacy Notice | Cookie Settings
IPSO