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Communicate in a Crisis: Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust by Kate Hartley (Paperback, 2019)
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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
PublisherKogan Page LTD
ISBN-139780749486501
eBay Product ID (ePID)14046644728
Product Key Features
Number of Pages256 Pages
Publication NameCommunicate in a Crisis: Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust
LanguageEnglish
SubjectManagement, Marketing, Business
Publication Year2019
TypeTextbook
AuthorKate Hartley
FormatPaperback
Dimensions
Item Height235 mm
Item Weight410 g
Item Width158 mm
Additional Product Features
Country/Region of ManufactureUnited Kingdom
Title_AuthorKate Hartley
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