Communicate in a Crisis

Beschreibung

Future-proof your crisis response plan using this clear-cut framework to mitigate, manage and respond to unpredictable rumours, scandals, crises and fake news.
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.
Clarifies a coordinated crisis response plan to overwhelming and often misinformed media and public reaction on social media
Enables organizations to maximize positive customer engagement with a practical, step by step understanding of how a crisis spreads, the peaks and troughs of consumer reaction and how to turn it into an opportunity
Embeds a 'bottom-up' crisis culture, including how to differentiate a daily problem from a crisis, engage in early mitigation and legally sound stakeholder response
Features case studies from leading global brands, as well as personal anecdotes from front-line industry experience

Autor*in

Kate Hartley
Kate Hartley, based in London, UK, is co-founder of Polpeo, a crisis simulation training consultancy. Hartley has 25 years' agency-side experience in crisis and reputation management and corporate PR. She has spoken and run workshops on the impact of social media on crisis management at international events including SXSW, The Global PR Summit, PR Week's Crisis Comms, and Social Media Today's Social Shake-Up. She is a member of the CIPR and the PRCA, and sits on the PRCA's digital steering committee which is designed to shape digital best practices in the PR industry.

Themen in »Communicate in a Crisis«

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Stimmen zu »Communicate in a Crisis«

"A timely analysis of the environment in which crises emerge and must be managed."
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"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."
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"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."
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