Identify emerging risks your organization may face to help you mitigate them going forward

1. CRISIS PREP
In this session you will learn how to go through an end-to-end workflow to identify
emerging risks your organization may face.

2. A B OU T C R ISIS PR EP
GOAL:
The goal of this session is to go through an
end-to-end workflow to identify risks to your
organization’s reputation and help you mitigate
them going forward.
With so much being written in each industry
every day, it can be difficult to assess what are
the overarching risks and what are one-off
stories. A Crisis Prep analysis helps your team
take steps to be more ready for when a crisis
occurs.
PURPOSE:

3. ID EN TIFYIN G TH E R ISK A R EA S
Understand what narratives drove negative news coverage to inform your content planning strategy
The Process:
By running a search on any given industry, you can identify the
major narratives in that industry’s media coverage by looking
at the clusters with the highest number of articles in the
network.
This network is the output of a search around major
pharmaceutical companies. You can see the key narratives in
media coverage are Drug Development, Corporate News,
Litigation, and Drug Prices just from this view.
After establishing this media landscape, Quid allows you to
pivot to find the sentiment, social resonance, key companies,
most-prolific reporters, major events and crises that are
important to understanding the holistic narrative.

4. GETTIN G STA R TED
Design your search to create a network that will allow you to see beyond your own brand.
The Process:
Search for industry, like “Pharmaceuticals,” or leading
companies
• Searching for leading competitors will result in a cleaner
network
Refining your Boolean Search
• Eliminating unwanted articles in your network with the AND
NOT operator
• Market research, industry forecasts, financials,
earnings calls, stock news, etc.
Filtering out Topic Cards or Sub-Topics
• When there are entire buckets of news that are not relevant
to your search
• Click the trash can next to the topic you’d like to filter out
• You can add it back in at any time prior to visualizing
Changing your Source Filters
• Filter for news/blogs from specific publishing dates, source
countries, and source quality tiers & categories

5. ID EN TIFYIN G TH E C R ISIS
Understand what narratives drove negative news coverage to begin to understand potential risk areas
The Process:
In the control panel:
1. Turn on Advanced mode
2. Click where it says “Network” in the left hand panel to select
“Scatterplot” in the view options
3. Axes Menu: change “Y-Axis Property” to represent “Social
Engagement (Sum)”
4. Nodes Menu:
1. Change “Color By” to “Sentiment Summary”
2. At the bottom where it says “Nodes Represent” switch from
the default “Stories” to “Clusters”
Once you reconfigure your view’s settings, you’ll understand:
1. Overall sentiment of the various narratives in your search topic
2. Which clusters have the most consumer interest
3. Which clusters have the most media interest
We can identify Drug Prices as one of the top risk areas for
Pharmaceutical companies based on its high social engagement and
relatively negative media coverage.

6. Leverage
Tags to
understand
your
company &
competitors’
footprint in
media
coverage
Network Map
(Tags)
Bar Chart
(Tags)
Tags
● Pfizer
● Merck
● Pfizer; Merck
● Johnson & Johnson
● Pfizer; Johnson & Johnson
● Pfizer; Merck; Johnson & Johnson
● Merck; Johnson & Johnson

7. A SSESS YOU R C OMPA N Y’S R ISK PR OFILE
Understand your company & competitors’ sentiment in media coverage by leveraging tags
The Process:
1. Search for the company of interest in the search bar at the top-right
side of the screen, Quid will select relevant nodes
2. Press “T” on your keyboard, or the + sign in the Tags box at the
lower right side of your screen
3. Name the tag and hit Enter or Return on your keyboard to save
4. Repeat this process for any competitors you are interested in
comparing
5. Once the companies are tagged, use Filter > Tags to filter out nodes
that do not contain any of the companies you are comparing
(grouped as N/A in the Tag Filter menu)
6. Now that the tagged nodes are isolated, click in the control panel
to select the “Scatterplot” view
7. Axes Menu: change “Y-Axis Property” to represent “Social
Engagement (Mean)”
8. Nodes Menu:
1. Change “Color By” to “Sentiment Summary”
2. At the bottom where it says “Nodes Represent” switch from the
default “Stories” to “Tags”

8. DIVING DEEPER
Preparing for specific crisis.

9. D IVE D EEPER IN TO SPEC IFIC R ISK A R EA
Once you have learned what risk areas to be aware of, run a specific analysis to be able to better plan for a
potential crisis
The Process:
• Select a topic you’d like to dive deeper into,
in this example, Drug Pricing
• Generate a new network and explore the
media landscape, including the many
different potential narratives that could affect
your brand
• Understand which narratives are central to
the issue (FDA regulation) and which ones
are tangential (state regulations)

10. U N D ER STA N D TH E MOST D A N GER OU S N A R R ATIVES
Analyze which narratives related to this issue are most pressing and may require specific communications or
operations plans or messaging
The Process:
House Drug Pricing Investigation
In the control panel:
1. Turn on Advanced mode
2. Click where it says “Network” in the left hand panel to select
“Scatterplot” in the view options
3. Axes Menu: change “Y-Axis Property” to represent “Social
Engagement (Sum)”
4. Nodes Menu:
1. Change “Color By” to “Sentiment Summary”
2. At the bottom where it says “Nodes Represent” switch from
the default “Stories” to “Clusters”
Once you reconfigure your view’s settings, you’ll understand:
1. Overall sentiment of the various narratives in your search topic
2. Which clusters have the most consumer interest
3. Which clusters have the most media interest
The top-left of the chart represent the most pressing potential
narratives; these are stories that have not yet received a lot of press,
but when they do they are very resonant with readers

11. U N D ER STA N D TH E D IR EC TION OF K EY N A R R ATIVES
Assess if the most important narratives are growing or shrinking over time in the media and online
The Process:
In the control panel:
1. Filter to just the clusters you are interested in
2. Then use the filter for “Earliest Published” under story attributes
3. Save a view for the first half of the time period and then the
second period
4. Export both views
5. In PowerPoint, turn down the transparency of the first half of the
year
6. Overlay the second half of the year over that image, and add
directional arrows
Once you create this image, you can see:
1. Which narratives grew or shrunk in prominence from one time
period to another
2. If an issue is becoming more resonant on social media as time
goes on
The narratives that shoot up in either publications or social media
warrant additional considerations.
House Drug
Pricing
Investigation
Congressional
Actions
Pharmacy Gag
Clause

12. LEA R N TH E MOST IMPOR TA N T R EPOR TER S / SOU R C ES
You can better prepare for a crisis tactically by developing smart media lists ahead of time identifying the
reporters you will likely work with in the event of a crisis
The Process:
● Drug Development 25%
● Drug Prices 17%
●
Consumer
Healthcare
10%
● Corporate news 9.8%
● Litigation 9.5%
● Vaccines 6.1%
In the control panel:
1. Select “Bar Chart” in the view options
2. Axes Menu: change “Y-Axis Property” to represent
“Reporters”
3. If you only want reporters from top tier news sources, you
will want to use Filters and click Source Attributes >
Source Quality > Top Tier
In this view you can see:
1. The key reporters by narrative in your search
1. Eric Sagonowski and Angus Liu are key reporters
on coverage around Vaccines
2. Narrative coverage across all top reporters
1. Although there were 15 clusters, 6 key narratives
are most covered by reporters from top sources

13. ID EN TIFY W H IC H C OMPA N IES A R E A LR EA D Y IN TH E C R OSSH A IR S
When looking at the specific risk area, identifying which companies are already being targeted will reveal good
opportunities to research the precedents
The Process:
In the control panel:
1. Head to the “Bar Chart”
2. Axes Menu: change “Y-Axis Property” to represent
“Companies (Any Mention)”
In this view you can see:
1. Companies that capture the most volume of news/blogs
coverage
2. The topics each company is being mentioned in, indicates
industry & share of voice leaders
● Drug Development 33%
● Drug Prices 11%
●
Consumer Healthcare
Healthcare
10%
● Corporate news 9.9%
● Litigation 8.1%
● Biosimilars 6.9%
●
Pfizer Plant Problems
Problems
5.3%
● Clinical Trials 4.8%
● CSR 3.7%
● Vaccines 3.0%
● Animal Health 2.5%