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

Communicate in a Crisis: Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust
Kate Hartley
RRP:
NZ$ 69.99
Our Price:
NZ$ 55.99
Paperback
h234 x 156mm - 256pg
3 Aug 2019 UK
International import eta 10-19 days
9780749486501
Out Of Stock
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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.
Status: Active
ISBN-13: 9780749486501
Published: 3 Aug 2019
Published In: United Kingdom
Imprint: Kogan Page
Publisher: Kogan Page
Format: Paperback
Height: 234mm
Width: 156mm
Pages: 256

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