Embracing informal stakeholder conversations for evidence-based crisis response: Two work processes based on crisis intelligence

This paper shares best practices for crisis managers and advisers, with a focus on crisis communication. These approaches are based on collecting, generating and analysing relevant real-time data. After introducing the concept of data-driven crisis strategies, the paper describes how continuous sentiment analysis can be used to tap into informal conversations on social media and other sources. The paper demonstrates how this can stimulate and improve strategic thinking, resulting in a far more effective response to a crisis situation. Using real-life examples, the paper demonstrates how such analysis techniques can deliver high-impact crisis communication that truly addresses stakeholder needs, especially compared with traditional public relations approaches. The paper describes several common methodologies that are built upon these techniques, with particular focus on crisis communication. Finally, the authors explain Stijn Pieters how enriching situational information based on data collected in the informal sphere is invaluable in a crisis. Indeed, accurate information can also significantly improve decision-making related to other crisis management disciplines. A new approach to data-driven and evidencebased crisis management is introduced, known as ‘crisis intelligence’. The authors propose a model — the crisis intelligence work process — as a framework for the further development of work in this area.