From regulatory scrutiny to environmental concerns and growing opposition to infrastructure projects, important early signals usually appear in the media.
The real challenge for PR teams is to spot the signs as early as possible.
1. Spot risks before they escalate
The first step to manage a crisis is to monitor all the coverage around your brand, spokespeople and sector in real time. This is the way to detect emerging issues early.
If a journalist starts questioning safety standards, environmental impact or leadership decisions, you can step in quickly.
However, the media doesn’t keep a 9-5 schedule, and you can’t afford to miss mentions when they happen out of hours or when you’re away from your desk. With Roxhill Media Monitoring, you can integrate coverage alerts with Slack or Whatsapp, so notifications land immediately.
2. Take the temperature of every article
Tracking sentiment early is another simple way to stay ahead of reputational risk. But when you’re dealing with multiple projects at once, it’s difficult to read every word of every article quickly enough to getclarity on how your brand is being perceived – and then respond to potential negativity.
Our clear, concise dashboards show you instant sentiment metrics, so you avoid wasting time manually assessing what’s positive or negative.
3. Flag high-risk narratives around spokespeople
Crises escalate quickly when they become personal. Once senior leaders or spokespeople appear in coverage, the story tends to get tougher, and every comment carries more risk.
For PR teams, the priority at this stage is control. Early visibility of how people in your organisation are being discussed gives teams time to slow things down. You can then align internally, decide who should speak, and prepare your leaders before journalists start asking direct questions.
With Roxhill, you can see when a specific spokesperson begins to trend, which publications and journalists are driving the coverage, and whether sentiment is shifting.
Understanding which individuals are linked to an issue helps PR teams brief executives with context, prepare clear lines, and prevent reactive or off-message responses that can escalate a situation.
When it's all happening – get the right insights and share the right information
Even if you’ve monitored perfectly, things can still hit the fan. When the pressure is on, PR teams need clarity.
When an issue escalates and coverage spikes, teams need to quickly understand what the story is really about.
Roxhill Smart Folders automatically organise your coverage into focused views, making it easier to assess and act.
Secondly, it’s crucial to keep everyone informed when a situation is rapidly evolving. Executives and internal stakeholders want visibility.
At Roxhill, we give PR teams total flexibility to share clear, structured updates. You can tailor the newsletter to include only the most relevant, plus add your own notes for context.
Crisis management isn’t only about reacting faster. It’s about staying in control as the story evolves. So why not talk to us today to find out how we can help you secure your reputation.
MEDIA INTELLIGENCE YOU CAN TRUST
We’re with you, every step of the way
One login. Multiple solutions.
Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
MEDIA INTELLIGENCE YOU CAN TRUST
We’re with you, every step of the way
One login. Multiple solutions.
Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
Click a product to explore its features.