James Reese, Founder of TigerSwan: Responding to a Crisis

Intelligence gathering is an essential component of both crisis prevention and crisis response, explains TigerSwan founder and CEO, James Reese. In fact, knowing what is being said about you often allows you to catch a negative “trend” that, if unchecked, turns into a crisis.

Likewise, explains James Reese, leading TigerSwan executive, monitoring feedback from all stakeholders during a crisis allows you to accurately adapt your strategy and tactics.

Both require monitoring systems be established in advance. For traditional and social media, Google Alerts are the no-cost favorite, but there are also free social media tracking apps available. In fact, there a variety of paid monitoring services that provide not only monitoring, but also the ability to report results in a number of formats. Monitoring other stakeholders means training personnel who have front-line contact with stakeholders (e.g., customer service) to report to decision makers on your crisis communication team.

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