Can This Tool Protect Your Business from a Crisis?

Dashboard“It takes many good deeds to build a good reputation, and only one bad one to lose it.”
Benjamin Franklin, American statesman, (1706-1790)

Business decision-makers around the globe participated in the 2011 Crisis Preparedness Study released last summer by Burson-Marsteller and Penn Schoen Berland.

Survey says:

  • A majority of participants — 79 percent — believe they are only 12 months from a potential crisis.
  • At 54 percent, just over half of the companies surveyed have a crisis plan.
  • And nearly half of those who do believe there are gaps in their plans.

More planning please
While each crisis unfolds in its own way, many have common elements. The good news is that you can prepare in advance, thus upping your organization’s readiness.

Of course, one of the best ways your business can prepare is to emphasize prevention. In other words, look for early warning signs of a problem or issue. Do you have a measurement system in place?

Tracking system
In PRNewser, Nancy Lazarus reports on car maker Audi’s comprehensive process for monitoring its reputation worldwide. The company has created a newsroom that is open from early morning until late night, seven days a week.

Central to Audi’s effort is a digital dashboard developed to track key factors important to the business. Categories include management, strategy, financial performance, products and services, social responsibility, appeal as an employer, and ecological responsibility.

Audi also benchmarks against two key competitors. Tracking includes analysis of media mentions and news of its CEO and board members.

Are you using a reputation monitoring tool similar to Audi’s dashboard in your business? Please share the elements you track in the comments section below.

With special thanks to Mark Sebastian for the photo via Flickr.

You might also enjoy Does Your Crisis Communications Plan Have You Covered?


About creativeconsiderations

Christine Sullivan is a communications strategist with expertise in communications planning, writing and content development, and executive communications. She can be reached at
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