We’ve all been there. A colleague sends you a negative article, a tweet, or a Reddit post about your brand that has the potential to cause chaos. Despite having brand searches and alerts set up, you’ve never seen it before. How can you more effectively use Meltwater to stay on top of a content landscape that moves by the millisecond?
This workshop breaks down how to develop real-time, always-on crisis monitoring for complex, global organizations. More importantly, we’ll walk through how to effectively collaborate with stakeholders across your company to build a media monitoring feedback loop — enhancing your ability to spot a potential spark before it becomes an inferno and move through crisis faster.
What attendees will learn
- How to build ongoing Meltwater monitoring for potential crises most relevant to their brand
- How to develop more effective brand searches that take into account local language, cultural differences, and how people actually talk about your brand
- How to mitigate the impact of crisis situations spotted through media monitoring to protect brand reputation
- How to clearly report potential crises internally while demonstrating the value of comms
- Strategies for becoming a trusted partner to stakeholders across HR, legal, marketing, communications, and more to prepare for potential crises before they happen
About me
I’m McKenna Kelley, the enterprise content and media manager at Jabil, a global engineering, supply chain, and manufacturing solutions provider. More simply, we design and build stuff for over 400 of the world’s leading brands at our 100+ sites in more than 25 countries. You may not know Jabil’s name, but you have most likely interacted with multiple products today that have passed through one of our facilities.
I lead Jabil’s external communications team, covering social media, PR and media relations, and content services, leveraging 10+ years of journalism, marketing, and comms experience. Meltwater is the most critical tool in my kit to track how Jabil is mentioned by media, investors, employees, potential employees, and the general public around the world and in languages my team doesn’t speak.
Developing a process for holistic brand and crisis monitoring has changed how my team works with stakeholders across our organization for the better. We have mitigated and prevented numerous communications crises in their tracks here in the U.S. and around the world. I hope to have the opportunity at Summit to help fellow comms and PR pros become a trusted partner within their own organizations!