Communicate in a Crisis ? Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust
Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust
Kiadás sorszáma: 1
Kiadó: Kogan Page
Megjelenés dátuma: 2019. augusztus 3.
Normál ár:
Kiadói listaár:
GBP 97.00
GBP 97.00
Az Ön ára:
42 166 (40 158 Ft + 5% áfa )
Kedvezmény(ek): 10% (kb. 4 685 Ft)
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A termék adatai:
| ISBN13: | 9780749498924 |
| ISBN10: | 0749498927 |
| Kötéstípus: | Keménykötés |
| Terjedelem: | 256 oldal |
| Méret: | 240x165x25 mm |
| Súly: | 638 g |
| Nyelv: | angol |
| 134 |
Témakör:
Rövid leírás:
Future-proof your crisis response plan using this clear-cut framework to mitigate, manage and respond to unpredictable rumours, scandals, crises and fake news.
Hosszú leírás:
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.
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.
