Communicate in a crisis : understand, engage and influence consumer behaviour to maximize brand trust / Kate Hartley.

Includes bibliographical references and index.

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).