What are the 5 stages of Crisis Management?

Estimated reading time: 3 minutes

There are many tools to manage crises but don’t get caught up in the fancy features and pretty pictures. Instead, we suggest you use a service/tool that benefits your organisation most by giving you critical information.

However, the following five tips on crisis management apply to almost any organisation and are a great starting point!

1. Track Sentiment Over Time To Avoid A Crisis

This allows you to see the changes in sentiment over time so you can narrow down when negative sentiment peaks to find out why.
In the below example you can see the cumulative deaths and cases of covid-19 alongside the mentions of NHS in our local area. This indicates the ‘buzz’ is slowly decreasing despite covid-19 cases increasing. This could indicate people moving into a different phase of the crisis.
Cumalative cases of COVID in the UK Line Graph

2. Track The Most Negatively Engaging Posts

This insight shows you what is most engaging to the audience and which posts to focus your resources into responding to first.

In this example it would be most important to target the most-engaging negative posts. You could respond directly, contact the author or publish a post addressing the negativity, dependant on the context.

Negative Posts - Screenshot from Twitter

3. Overlay Internal Or Relevant External Data For Context

By using your data, you can see how external social and online mentions affect your organisation’s KPIs—for instance, seeing if the negative mentions are affecting your sales. Similarly, you may overlay industry/economic data for necessary benchmarking. For example, you may find unemployment data helpful when looking at sales and online mentions of your brand.
In the below example, we overlaid covid-19 cases and deaths over mentions of the NHS in the local area. You can see that the results increase when the cases do, which implies a positive relationship with online mentions of NHS and covid-19 cases. This could mean that cases invoke more conversations than deaths.
Glocestershire NHS and Cases and Deaths Line Graph

4. Email Trigger Alerts During Crisis

By having an email alert setup, you can stay in control and get notified instantly if there is an unusual change in sentiment. You can then review the posts which are driving negative sentiment to respond accordingly.

5. Plan Before the Crisis

It is all well and good having the information, but you need to have a plan of action. Do you have a crisis team you can pass the information to? Are you equipped to deal with a crisis? You may want to invest some time into your planning and management.

Key Takeaway

Knowledge is Power. Stay in control by continued tracking of sentiment so you can identify threats and manage them. Tracking does not have to be exclusive to your organisation. Tracking economic changes, competitors sentiment and industry changes can be just as important or more so in some cases.
How can you fix the new problems arising in a crisis if you don’t know what they are? The problems change quickly in a time of crisis and you need to be ready to inform your audience and strengthen your trust.

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