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Books > Business & Economics > Business & management > Business communication & presentation
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Communicate in a Crisis - Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust (Hardcover)
Loot Price: R2,778
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Communicate in a Crisis - Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust (Hardcover)
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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.
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