1. Identify what you need to know:
Before creating your Crisis and Risk search in Explore, you first need to uncover the potential crises that could happen to your brand or within your Industry. Ask yourself the following questions to get a better idea:
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What are the main risks facing our industry or organization, and how likely are they to occur? (For example, you might be most worried about a data breach in the finance industry, which can happen frequently.)
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Is there a history of particular crises in the company or industry? What are they?
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What types of risks are you most concerned about as a brand? (Ex. Reputational, operational, legal, or financial risks. Are there industry-specific threats (e.g., regulatory changes, activist groups))
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When a crisis does occur, is the goal to track sentiment, measure impact, or inform crisis response plans?
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In the event of a crisis, who will be the audience for the information? Are you sharing this information with internal stakeholders (executives, PR teams) or external audiences (shareholders, customers, media)?
2. Identify your search terms
You will be able to prompt the AI Search Assistant with this information
In today’s fast-paced media environment, you must be prepared to handle unexpected events quickly and effectively. To do that, you need to identify which crises are most likely to occur within your industry or to your brand.
3. Build your Custom Categories
Custom Categories allow you to easily filter an existing search without changing it completely. They can be toggled on and off as needed and are ideal for use in a crisis.
Tips: There are some instances you would create a new search vs. adding Custom Categories to your existing brand search. Below are some examples:
Executive Crisis: You might not need to include your brand keywords because you will include specific executive names. In this instance, you would create a new search rather than layering a custom category to your search.
4. Create your crisis search
Open your existing brand search and toggle on a custom category you created in Step 3.
Tip: To save this as a new search while still saving your original brand search, click Save As to save it as a separate search.
5. Set up Alerts
Tip: The most popular alerts for a crisis are Spike Detection, Events (for competitors, partners, and supplies), and Sentiment Shift.
To become more proactive in a crisis, set up an Every Mention Alert, Top Reach Alert, or X Influencer Alert.
6. Monitor in Real Time
7. Create Crisis Dashboards and Reports
Tip: Popular widgets to add to your crisis dashboard are Total Media Exposure, Media Exposure, Potential Reach, Content Stream, Sentiment, Trending Themes, and Top Sources.
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