Award-winning crisis media monitoring and executive news briefs for major tourism client
Fullintel’s expert-curated daily news briefs, breaking news alerts, and wrap-up analysis helps major tourism client effectively manage PR crisis – and wins Fullintel a 2020 AMEC Award.
The client, a major international travel and tourism company with a $10B-plus market cap, found itself mired in a communications crisis after an on-premises incident – in which the client was deemed not responsible – resulted in injured clientele. The client’s immediate goal was to contain negative fallout surrounding the incident, with a quantitative goal of keeping negative coverage and commentary towards the company at or below five per cent.
Fullintel’s objectives were to understand the facts on the ground in traditional and social media to inform the company of all its ongoing mentions and coverage in real-time, along with how to craft its PR response, and the best ways to manage and respond to the crisis through actionable data and insights.
Fullintel’s crisis media monitoring and daily executive news briefs program helped the company realize that public and media sentiment surrounding the issue was well below its five per cent goal, helping it maintain its brand reputation.
Because the company was already a Fullintel client, we were well-positioned to immediately understand their needs and objectives as soon as they called our 24-7 crisis hotline. Fullintel’s expert media analysts hit the ground running with our standard crisis package, including advanced sentiment and media scoring metrics, to inform the company on the best ways of managing the crisis. As per AMEC standards Fullintel and the client planned all required metrics, benchmarks, and methods for comparing past results, along with possibilities on how the coverage and response may impact target audiences.
Fullintel then rolled out its recommended crisis media monitoring, measurement and reporting approach, consisting of:
- Daily, customizable news briefings including photos, links and concise article summaries, with the first delivered 30 minutes after the initial phone call. Briefings were delivered thrice daily and included article summaries, syndication information, and sentiment scoring
- On-call news alerts curated by expert analysts working around-the-clock to source the most relevant information in as close to real-time as possible, based on breaking news
- Daily end-of-day media analysis reports, including minute-by-minute social media analysis allowing the client to drill down into the minutes and hours following the incident
- A comprehensive end-of-crisis report to delivered two days after the crisis was deemed over, featuring media impact scoring based on custom criteria
Media measurement recommendations included reach, article syndication, and sentiment (of both media articles/clips and public comments on those articles, and social media posts).
Fullintel was able to advise the client that a public apology was not necessary, since the public largely did not view the company as being at fault. The company acted on this advice, a decision that will likely also help them legally in the case of civil lawsuits.
Fullintel’s on-call crisis media monitoring, executive daily briefs, and media analysis program helped the company keep negative sentiment surrounding the issue well below its five percent goal, thus helping it maintain its brand reputation. Fullintel was also able to advise the client that a public apology was not necessary, since the public largely did not view the company as being at fault. The company acted on this advice, a decision that will likely also help them legally in the case of civil lawsuits.
Fullintel’s analysis approach was in keeping with the Barcelona Principles and AMEC’s integrated evaluation framework. Because the company had been a Fullintel client for years, it was also able to compare data from this crisis with that of previous crises.
Fullintel won a 2020 AMEC Award for best crisis communications media monitoring and measurement for its work on this incident.
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