Reputation Strategy and Analytics in a Hyper-Connected World

Chapter Eight The Data Safety Net: Leveraging Evidence in the Midst of Crisis

Executive Summary: Understanding the layers within the communications ecosystem is essential for Reputation Strategy. Without granular and highly detailed knowledge, it’s virtually impossible to respond quickly and effectively. Dynamic engagement requires multiple capabilities, including pattern recognition, digital listening, and analysis of signals that might indicate pending issues. The ability to collect and interpret evidence of impact is the new gold standard for the communications professional.

Remember the old movies in which people in powdered wigs and fancy costumes danced the minuet under crystal chandeliers in grand ballrooms? Those formal affairs were highly stylized rituals in which practically every step, gesture, and nuance was preordained and rigidly choreographed.

Sometimes it feels as though the older styles of corporate communications and public relations had a lot in common with those minuets. For the most part, communications processes were linear and mechanical, with little room for genuine improvisation. Tactical choices were limited, and results depended heavily on luck.

Today’s version of communications resembles a mosh pit more than a minuet. Complexity reigns. There are no easy answers or surefire solutions. The old approach was like classical music; the new approach is more like jazz or hip-hop. You’re continually improvising, monitoring responses, and tweaking the message ...