Description: Communicate in a Crisis : Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust, Paperback by Hartley, Kate, ISBN 0749486503, ISBN-13 9780749486501, Brand New, Free shipping in the US 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.
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Book Title: Communicate in a Crisis : Understand, Engage and Influence Consum
Number of Pages: 256 Pages
Publication Name: Communicate in a Crisis : Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust
Language: English
Publisher: Kogan Page, The Limited
Subject: Marketing / General, Consumer Behavior, Public Relations, Christianity / Denominations, Industries / Media & Communications, Insurance / Risk Assessment & Management
Publication Year: 2019
Item Height: 0.4 in
Item Weight: 13.5 Oz
Type: Textbook
Item Length: 9.2 in
Subject Area: Religion, Business & Economics
Author: Kate Hartley
Item Width: 6.1 in
Format: Trade Paperback
