All types of organizations, whether small or large, in the private or public sector, face crises. In today's digital world, when almost everyone has a smartphone, cell phone or laptop, businesses in a crisis are more exposed than ever. One learns about a crisis in just a few seconds, and information about it spreads at high speed through various digital channels and media. This is precisely why it is extremely important for every organization to understand what is happening in its digital and physical environment. Therefore, the purpose of this paper is to show how tools for media monitoring function when anticipating, controlling, fixing, and dealing with crisis situations. This paper analyzes the application of tools for media monitoring in the private and public sector and during natural disasters based on different case studies. Since these are different areas of activity, the goal of the paper is to investigate and explain how and to what extent media monitoring tools contribute to solving different crisis situations, and whether there are differences in the application of these tools depending on different areas of application. In each sector, certain similarities were observed, but also differences in the application of media monitoring tools, depending on the type of crisis the sector was facing. Various benefits brought by media monitoring were also observed in order to quickly resolve the crisis situation.