Hartley, Kate

Communicate in a crisis: understand, engage and influence consumer behaviour to maximize brand trust - New Delhi Kogan Page 2019 - xiv, 237 p.: ill. Includes bibliographical references and index

Table of contents

Part I : Understanding how consumer behaviour has changed
Chapter 1. Kick a brand when it's down – Why we love to hate our favourite brands
Chapter 2. The issue of declining trust in the spread of fake news
Chapter 3. Who do I trust? The rise of individual influencers versus declining traditional media
Chapter 4. It's outrageous! Understanding the new response to outrage and bad news, and the role of social media
Chapter 5. I want it now – Managing consumer expectation for instant information
Chapter 6. Profile of a troll – Understanding and dealing with trolling behaviour
Chapter 7. The conscious consumer – The question complex and pressures of brand transparency
Part II : The role of changing consumer behaviour in crisis management and response
Chapter 8. The new challenges – Understanding the impact of changing consumer behaviour on crisis management strategies
Chapter 9. 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
Part III : 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)

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.



Crisis management
Communication in chemistry
Mass media and business
Public relations
Customer loyalty

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