Communicate in a crisis : understand, engage and influence customer behaviour to maximize brand trust
Kate Hartley
Understand how consumer behaviour has changed. Kick a brand when it's down: why we love to hate our favorite brands -- The issue of declining trust in the spread of fake news -- Who do I trust? The rise of individual influencers versus declining traditional media -- It's outrageous! Understanding the new response to outrage and bad news, and the role of social media -- I want it now: managing consumer expectation for instant information -- Profile of a troll: understanding and dealing with trolling behaviour -- The conscious consumer: the question complex and pressures of brand transparency -- The role of changing consumer behaviour in crisis management and response. The new challenges: understanding the impact of changing consumer behaviour on crisis management strategies -- What is acceptable in a crisis? How to differentiate business as usual versus crisis management -- The social media Hydra: principles of transparency versus suppression of information in crisis mitigation -- Crises in action: lessons learned from crisis responses from five major brands -- The importance of telling the truth and its role in crisis and reputation management -- Withstanding the attack: the importance of resilience in your communications teams -- Building your crisis communication strategy and response -- The brain's response to a crisis and training your team to cope -- Insights from crisis communication influencers on managing the threats facing brands -- The role of leadership in a crisis and preparing your crisis team -- Showing humanity and empathy in a crisis: when it counts and when it's empty -- What do I do first? Getting your priorities right in a crisis -- Harnessing the crowd: using influencers and advocates to calm the crisis: an interview with Scott Guthrie -- The role of technology in crisis management: using predictive analysis, social listening, search data and insights -- Practical steps to prepare, execute and analyse a crisis response (and avoid common pitfalls).
Year of publication: |
2019
|
---|---|
Authors: | Hartley, Kate |
Publisher: |
2019: London, United Kingdom : Kogan Page |
Subject: | Öffentlichkeitsarbeit | Public relations | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Krisenmanagement | Crisis management |
Description of contents: | Table of Contents [gbv.de] |
Saved in:
Extent: | xiv, 237 Seiten Illustrationen 24 cm |
---|---|
Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Fallstudie ; Case study |
Language: | English |
Notes: | Includes bibliographical references and index |
ISBN: | 978-0-7494-9892-4 ; 978-0-7494-8650-1 ; 978-0-7494-8682-2 |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012126160
Saved in favorites
Similar items by subject
-
When a brand cought fire : the role of brand equity in product-harm crisis
Rea, Brianna, (2014)
-
Lim, Hayoung Sally, (2023)
-
Consumer responses to brand communications involving COVID-19
Hesse, Andreas, (2021)
- More ...