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

Hartley, Kate

Softcover

ISBN 10: 0749486503 ISBN 13: 9780749486501

Publisher: Kogan Page, 2019

Synopsis

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.

About this title

Review

"A timely analysis of the environment in which crises emerge and must be managed." (Jonathan Hemus, Managing Director, Insignia)

"Above all a sane and sympathetic approach to the people embroiled in a crisis at the sharp end. Buy this book, read it, follow Kate Hartley's advice and breathe more easily." (Adrian Wheeler, author of Crisis Communications Management and Writing for the Media)

"Whilst the principles of crisis communications haven't changed the environment has - beyond recognition. Understanding what that means to the corporation under fire and how best they should engage with all stakeholder audiences is the essence of this book." (Alison Clarke FPRCA, FCIPR, Alison Clarke Consulting)

Book Description

Clarifies a coordinated crisis response plan to overwhelming and often misinformed media and public reaction on social media

Enables organizations to maximize positive customer engagement with a practical, step by step understanding of how a crisis spreads, the peaks and troughs of consumer reaction and how to turn it into an opportunity

Embeds a 'bottom-up' crisis culture, including how to differentiate a daily problem from a crisis, engage in early mitigation and legally sound stakeholder response

Features case studies from leading global brands, as well as personal anecdotes from front-line industry experience

Edition details

• Publisher: Kogan Page
• Publication date: 2019
• ISBN 10: 0749486503
• ISBN 13: 9780749486501
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 256