Advocacy: Real-Time Monitoring to Guide Crisis Response for a Major Trade Organization
he real-time monitoring system empowered the team to swiftly identify and address reputational threats while amplifying positive, high-performing content across its owned channels.
By the Numbers
What was the challenge?
A prominent national trade organization encountered widespread backlash stemming from its lobbying practices, which drew critical attention from high-profile elected officials and fueled persistent negative media coverage. The organization needed to mitigate reputational risk, reframe the public narrative, and proactively elevate positive aspects of its work in a challenging media landscape.
What was Sloane’s approach?
Sloane implemented a robust real-time intelligence gathering strategy to address these challenges:
- Monitoring System: Established an advanced monitoring platform to identify emerging risks, track relevant conversations, and surface key articles and commentary in real time.
- Color-Coded Triage: Developed a color-coded system to prioritize and classify content, enabling the team to quickly assess risk levels and recommend tailored courses of action.
- Content Strategy Integration: Provided actionable insights for positive coverage, such as the association’s charitable initiatives, recommending ways to amplify these stories and incorporate them into broader content campaigns to balance negative narratives.
- Proactive Opportunity Identification: Leveraged high-engagement topics to suggest new content opportunities for owned channels, ensuring ongoing positive audience engagement.
- Monthly Insights Reports: Delivered regular reports highlighting emerging risks and offering strategic content suggestions, helping the association stay ahead of the narrative and capitalize on key moments.
What were the results?
The real-time monitoring system empowered the team to swiftly identify and address reputational threats while amplifying positive, high-performing content across its owned channels. As a result, the organization saw increased engagement on positive stories, particularly those related to its charitable work, and was able to proactively guide conversations to support its mission. Regular insights reporting enabled leadership to make informed decisions, reinforcing the organization’s credibility and resilience in the face of ongoing scrutiny.
