Kate Hartley

Communicate in a Crisis

Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust

• Gebundenes Buch

Produktbeschreibung

Communicate in a Crisis is the definitive guide for any PR or marketing professional to recognize, plan and respond to a sudden wildfire of consumer-led reaction, 'manipulated outrage' sparked from interaction on news feed algorithms, fuelled by social media and the constant demand for an instantaneous response. This book turns the traditional crisis management approach on its head, starting by understanding changing consumer behaviours and the new 'threat' for brands, then outlining practical steps to prepare, synchronize and execute a coordinated brand response across all channels - under pressure. It reveals why we love to hate our favourite brands, how to recognize a day to day problem from a crisis, and offers valuable advice, such as using influencers and brand advocates to address social media trolls, rumours and the impact of fake news. With unique case studies, interviews and anecdotes from global leaders, Communicate in a Crisis will embed a bottom-up culture of long-term reputation management, always ready to face the unexpected.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 256
• Erscheinungstermin: 27. August 2019
• Englisch
• Abmessung: 234mm x 156mm x 21mm
• Gewicht: 540g
• ISBN-13: 9780749498924
• ISBN-10: 0749498927
• Artikelnr.: 57352379

Autorenporträt

Kate Hartley, based in London, UK, is co-founder of Polpeo, a crisis simulation training consultancy. Hartley has 25 years' agency-side experience in crisis and reputation management and corporate PR. She has spoken and run workshops on the impact of social media on crisis management at international events including SXSW, The Global PR Summit, PR Week's Crisis Comms, and Social Media Today's Social Shake-Up. She is a member of the CIPR and the PRCA, and sits on the PRCA's digital steering committee which is designed to shape digital best practices in the PR industry.

Inhaltsangabe

Section - ONE: Understanding how consumer behaviour has changed; Chapter -
01: Kick a brand when it's down - Why we love to hate our favourite brands;
Chapter - 02: The issue of declining trust in the spread of fake news;
Chapter - 03: Who do I trust? The rise of individual influencers versus
declining traditional media; Chapter - 04: It's outrageous! Understanding
the new response to outrage and bad news, and the role of social media;
Chapter - 05: I want it now - Managing consumer expectation for instant
information; Chapter - 06: Profile of a troll - Understanding and dealing
with trolling behaviour; Chapter - 07: The conscious consumer - The
question complex and pressures of brand transparency; Section - TWO: The
role of changing consumer behaviour in crisis management and response;
Chapter - 08: The new challenges - Understanding the impact of changing
consumer behaviour on crisis management strategies; Chapter - 09: What is
acceptable in a crisis? How to differentiate business as usual versus
crisis management; Chapter - 10: The social media Hydra: Principles of
transparency versus suppression of information in crisis mitigation;
Chapter - 11: Crises in action: Lessons learned from crisis responses from
five major brands; Chapter - 12: The importance of telling the truth and
its role in crisis and reputation management; Chapter - 13: Withstanding
the attack: The importance of resilience in your communications teams;
Section - THREE: Building your crisis communication strategy and response;
Chapter - 14: The brain's response to a crisis and training your team to
cope; Chapter - 15: Insights from crisis communication influencers on
managing the threats facing brands; Chapter - 16: The role of leadership in
a crisis and preparing your crisis team; Chapter - 17: Showing humanity and
empathy in a crisis: When it counts and when it's empty; Chapter - 18: What
do I do first? Getting your priorities right in a crisis; Chapter - 19:
Harnessing the crowd: Using influencers and advocates to calm the crisis:
An interview with Scott Guthrie; Chapter - 20: The role of technology in
crisis management: Using predictive analysis, social listening, search data
and insights; Chapter - 21: Practical steps to prepare, execute and analyse
a crisis response (and avoid common pitfalls)