Communicate in a Crisis: Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust
- 4h 27m
- Kate Hartley
- Kogan Page
- 2019
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 the Author
Kate Hartley is co-founder of Polpeo, a crisis simulation training consultancy that works with some of the biggest brands in the world. 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 practice in the PR industry.
In this Book
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Foreword
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Introduction
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Kick a Brand When it’s Down—Why We Love to Hate Our Favourite Brands
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The Issue of Declining Trust in the Spread of Fake News
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Who Do I Trust?—The Rise of Individual Influencers versus Declining Traditional Media
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It’s Outrageous!—Understanding the New Response to Outrage and Bad News, and the Role of Social Media
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I Want it Now—Managing Consumer Expectation for Instant Information
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Profile of a Troll—Understanding and Dealingwith Trolling Behaviour
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The Conscious Consumer—The Question Complex and Pressures of Brand Transparency
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The New Challenges—Understanding the Impact of Changing Consumer Behaviour on Crisis Management Strategies
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What is Acceptable in a Crisis?—How to Differentiate Business as Usual versus Crisis Management
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The Social Media Hydra—Principles of Transparency versus Suppression of Information in Crisis Mitigation
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Crises in Action—Lessons Learned from Crisis Responses from Five Major Brands
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The Importance of Telling the Truth and its Role in Crisis and Reputation Management
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Withstanding the Attack—The Importance of Resilience in Your Communications Teams
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The Brain’s Response to a Crisis and Training Your Team to Cope
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Insights from Crisis Communication Influencers on Managing the Threats Facing Brands
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The Role of Leadership in a Crisis and Preparing Your Crisis Team
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Showing Humanity and Empathy in a Crisis—When it Counts and When it’s Empty
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What Do I Do First?—Getting Your Priorities Right in a Crisis
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Harnessing the Crowd—Using Influencers and Advocates to Calm the Crisis—An Interview with Scott Guthrie
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The Role of Technology in Crisis Management—Using Predictive Analysis, Social Listening, Search Data and Insights
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Practical Steps to Prepare, Execute and Analyse a Crisis Response (And Avoid Common Pitfalls)
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Further Reading
