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Communicate in a Crisis : Understand, Engage and Influence Consumer Behaviour
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eBay item number:204182687956
Item specifics
- Condition
- Subject Area
- Religion, Business & Economics
- Book Title
- Communicate in a Crisis : Understand, Engage and Influence Consum
- Subject
- Marketing / General, Consumer Behavior, Public Relations, Christianity / Denominations, Industries / Media & Communications, Insurance / Risk Assessment & Management
- ISBN
- 9780749486501
- Publication Name
- Communicate in a Crisis : Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust
- Item Length
- 9.2 in
- Publisher
- Kogan Page, The Limited
- Publication Year
- 2019
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Item Height
- 0.4 in
- Item Width
- 6.1 in
- Item Weight
- 13.5 Oz
- Number of Pages
- 256 Pages
About this product
Product Information
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.
Product Identifiers
Publisher
Kogan Page, The Limited
ISBN-10
0749486503
ISBN-13
9780749486501
eBay Product ID (ePID)
7038660688
Product Key Features
Publication Name
Communicate in a Crisis : Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust
Format
Trade Paperback
Language
English
Subject
Marketing / General, Consumer Behavior, Public Relations, Christianity / Denominations, Industries / Media & Communications, Insurance / Risk Assessment & Management
Publication Year
2019
Type
Textbook
Subject Area
Religion, Business & Economics
Number of Pages
256 Pages
Dimensions
Item Length
9.2 in
Item Height
0.4 in
Item Width
6.1 in
Item Weight
13.5 Oz
Additional Product Features
LCCN
2019-286767
Intended Audience
College Audience
Lc Classification Number
Hd49
Reviews
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., 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.
Table of Content
* Section - ONE: Understanding how consumer behaviour has changed; ** Chapter - 01: Kick a brand when it's down - Why we love to hate our favourite brands; ** Chapter - 02: The issue of declining trust in the spread of fake news; ** Chapter - 03: Who do I trust? The rise of individual influencers versus declining traditional media; ** Chapter - 04: It's outrageous! Understanding the new response to outrage and bad news, and the role of social media; ** Chapter - 05: I want it now - Managing consumer expectation for instant information; ** Chapter - 06: Profile of a troll - Understanding and dealing with trolling behaviour; ** Chapter - 07: The conscious consumer - The question complex and pressures of brand transparency; * Section - TWO: The role of changing consumer behaviour in crisis management and response; ** Chapter - 08: The new challenges - Understanding the impact of changing consumer behaviour on crisis management strategies; ** Chapter - 09: 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; * Section - THREE: 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)
Copyright Date
2019
Dewey Decimal
658.4056
Dewey Edition
23
Illustrated
Yes
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:204182687956
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