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

Críticas

"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)

Reseña del editor

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.