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

Hartley, Kate

Couverture souple

ISBN 10 : 0749486503 ISBN 13 : 9780749486501

Editeur : 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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2019
• ISBN 10: 0749486503
• ISBN 13: 9780749486501
• Reliure: Broché
• Langue: anglais
• Nombre de pages: 256
• Coordonnées du fabricant: non disponible