Some crises are small problems with simple solutions, while others are massive black holes that can destroy everything if you don't handle them in the right way.
Yes — small crises can grow bigger if left unchecked. So, media monitoring lets you know when something is being said and your brand can then start planning a response.
When you know what the media is saying about your brand, you will know what is most important to the public and how to address it.
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