Abstract
AbstractToday, corporate crises inherently pose a threat to brand reputation. Multiple stakeholders, online influence and the interconnectedness of reputation with major social issues raise the stakes for crisis teams. The level of complexity has perhaps never been so great, and with it, the need for data‐driven decision‐making. In practice, research, analytics, and intelligence experts are full members of corporate risk and crisis teams from planning, to response, to evaluation. These professionals develop the insights to fuel smart, timely decision‐making by surfacing insights to ameliorate crises. Additionally, they are responsible for measuring and evaluating progress and performance improving the brand's readiness for future issues. Insights, intelligence and performance measures drive conclusions necessary to determine what, if any, brand damage has occurred, how to fix it, and how to prepare better for the next time.
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