Kate Hartley

Communicate in a Crisis: Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust

• Broschiertes 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
• Artikelnr. des Verlages: 8761
• Seitenzahl: 256
• Erscheinungstermin: 27. August 2019
• Englisch
• Abmessung: 284mm x 179mm x 20mm
• Gewicht: 415g
• ISBN-13: 9780749486501
• ISBN-10: 0749486503
• Artikelnr.: 55800926

Autorenporträt

Kate Hartley

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)