We live in a world where a single tweet can cause a global stir, and a brand’s entire reputation can be questioned before the next news cycle.

In such a landscape, managing crisis is no longer about waiting for the right moment to speak it’s about being present, being precise, and being prepared. This is according to Segun McMedal, President & CEO Upticomm Marketing Company speaking at the Nigerian Institute of Public Relations Week (NIPRW) in Uyo.

Delving on the topic: “Managing Crisis with digital Tools” on day three of the event, he noted that digital tools in this age are must- have and not should- have.

“For more than two decades, I’ve worked at the intersection of storytelling and strategy, helping businesses of all sizes connect meaningfully with their audiences. But in recent years, I’ve come to believe that digital tools are no longer optional they are the very backbone of modern crisis management”

“In digital crises, we don’t just deliver a message that matters. It’s how quickly, consistently, and credibly we do it that counts.”

He further noted that this is the reality we live in now it’s no longer theoretical but rather reality. “The digital space is relentless. Screenshots don’t disappear. Conversations don’t die quietly. Cancel culture doesn’t wait for clarification. We are now operating in what I call a hyperconnected world where a single post can escalate into a reputational crisis within minutes.”

“Unfortunately, many communication teams are still trapped in outdated systems. Too many PR teams still rely on traditional approaches press releases, TV interviews, post-event analyses while misinformation spreads faster than any correction.”

Today, what we need is a digital-first mindset. Where brands once depended on controlled press moments, they now thrive or falter—in real-time engagement. “Public expectations have shifted. People now demand instant and authentic responses.” I told participants. And they’re not wrong to expect that.

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Consider the difference: Traditional tools speak after the fire starts. Digital tools detect the smoke. Platforms like Mention, Brand24, and Talkwalker allow for deep listening across social channels. Meltwater and Brandwatch break down sentiment with surgical precision. Hootsuite and Sprout Social help teams stay coordinated, speaking with one voice across multiple platforms.

“Monitoring allows you to detect early signs of a brewing crisis and act before it escalates, I emphasized.

A popular commercial bank is suddenly accused online of freezing customer accounts without explanation. The hashtag #UnfreezeOurMoney begins to trend. This is the moment of truth. Within the first hour, a responsive PR team doesn’t wait for approval they assess, listen, engage. They activate tools. They measure the pulse.

We’ve seen what happens when sensitivity is overlooked. In 2022, Sterling Bank released an Easter ad comparing the resurrection of Christ to a loaf of bread. “It was meant to be creative, but the backlash was immediate accusations of insensitivity and irreverence flooded social media.”

Then came Peak Milk’s 2023 ad, which showed a pierced milk can as a visual metaphor for the crucifixion.

These examples serve a simple truth: creativity must walk alongside cultural intelligence, and crisis.

So what do we do now? We prepare before the headlines write themselves. We train teams not just to speak, but to listen. We adopt digital tools not for trend’s sake, but because they offer something traditional methods never could speed, clarity, and adaptability.”

“The best time to prepare for a crisis is before it happens. Equip your team with the right tools, train regularly, and stay adaptable.

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