No one knows when a potential crisis can arise. You can be diligently checking off your to-do list when an email lands in your inbox alerting you to a potential event. When the unexpected happens, keeping your cool as you navigate how to address and contain the situation at hand can be difficult without the right signals.
That pressure is one that we as communications professionals understand.
While your team works to establish the facts and how best to respond to the crisis, questions or speculation may already be circulating outside the organization. Without visibility into what is being said, positioning your brand and developing a plan can feel like operating in the dark.
Thatโs why 60% of PR professionals cite media monitoring and analysis as a critical tool for their teamโs success, and why we have collaborated on the development of an AI agent to get out front as situations develop. We call that solution Hermes.
Meet Hermes: Our AI Crisis Monitoring Agent
Hermes is the latest addition to our AI-powered technology stack that scrapes the web for online mentions as part of our crisis management offering. It can be tailored to monitor a specific situation on an ongoing basis or at scheduled intervals, compiling relevant findings into reports our team analyzes and addresses.
The intelligence pulled from Hermes gives us another way to track emerging conversations, including discussions about an organization, an issue or an executive. Our team uses these insights to spot recurring concerns, identify posts and mentions that need attention, and see where a narrative appears across the channels that are relevant to your brand. ย And thatโs key because most social listening tools have channel limitations, forcing a combination of automated and manual tracking.
With a broader view of a brandโs mentions, our team can proactively develop the right response and approach, fact-check the accuracy of the information being shared, and identify which stakeholders may need information. The goal is to provide a useful view of developing issues and clear guidance on what deserves attention on top of a crisis plan.
Knowing When to Act
A crisis plan gives your team a starting point, but the situation may change after that first email. A new concern may gain traction, or the conversation may remain contained. The value of pairing Hermes with T/Kโs crisis counsel is knowing when those developments call for action and when they donโt.
You may not be able to control when an issue emerges, but you can be better prepared to make the next best decision. Get in touch to learn how T/K can help you prepare, monitor and respond.
