book

Communicate in a Crisis

Name: Communicate in a Crisis
Author: Kate Hartley
ISBN: 9780749486822

by Kate Hartley

August 2019

Intermediate to advanced

256 pages

6h 17m

English

Kogan Page

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Cover
Endorsements
Title Page
Contents
Figures and tables
Foreword
Part One Understanding how consumer behaviour has changed
Introduction
01 Kick a brand when it’s down: Why we love to hate our favourite brands
Passion brands and betrayalEmotional ownershipFrom passion to hateWhat triggers us to act when we’re angry?What are the things a brand might do to trigger negative behaviour?Haters and trollsSometimes, it’s not the brand we hate, it’s the person behind itDavid and Goliath: Social media is the new slingshotSummary of actions: Understand potential triggers for customersNotes
02 The issue of declining trust in the spread of fake news
The rise of fake newsWhy we share fake newsDeclining trust in mediaFake news and brands in crisisSummary of actions: Expect to tackle fake news in a crisisNotes

03 Who do I trust? The rise of individual influencers versus declining traditional media
Influencers and trust issuesMedia and trustSummary of actions: Understanding influence in a crisisNotes
04 It’s outrageous! Understanding the new response to outrage and bad news, and the role of social media
Outrage and viral contentThe dangers of outrage and fringe groupsAnger begets angerOutrage for goodThe outrage cycleSummary of actions: Dealing with the new challengesNotes
05 I want it now: Managing consumer expectation for instant information
The human instinct for instant gratificationThe importance of trust in delaying gratificationSocial media is driving our expectation of instant informationDealing with volume, at speedDon’t sacrifice truth for speedSummary of actions: Think customers first during a crisisNotes
06 Profile of a troll: Understanding and dealing with trolling behaviour
What trolling is, what motivates trolling behaviour and how to deal with itTrolling as sportTrolling as a group activitySummary of actions: Tips on deterring trolls and fostering healthy communitiesNotes
07 The conscious consumer: The question complex and pressures of brand transparency
The age of the conscious consumerGetting it wrongThe issue of funding hateSummary of actions: Taking a standNotes
Part Two The role of changing consumer behaviour in crisis management and response
08 The new challenges: Understanding the impact of changing consumer behaviour on crisis management strategies
Impact one: Information overloadImpact two: Changing valuesImpact three: Doing the right thing (and being seen to be doing it)Impact four: The speed at which brands have to work in a crisis has changedImpact five: The critical need for clarification and verified factsSummary of actionsNote
09 What is acceptable in a crisis? How to differentiate business as usual versus crisis management
What is a crisis?What is an issue, rather than a crisis?How do you know if you are in crisis?What is the right balance between business as usual and the focus on the crisis?What does success look like in a crisis?When can you resume business as usual?Summary of actions: Getting back to business as normalNotes
10 The social media Hydra: Principles of transparency versus suppression of information in crisis mitigation
Free reporting, privacy and superinjunctionsThe thorny issue of deleting contentBe careful who you take onIntent is keyDealing with fake contentDealing with abusive content on your communities and social media pagesDealing with abusive content on other people’s communities and social media pagesTransparency is your end goalSummary of actions: Being transparent in communicationsNotes
11 Crises in action: Lessons learned from crisis responses from five major brands
United Airlines Flight 3411Uber and #DeleteUberTalkTalk’s cyber attackWells Fargo, fraud and the whistleblowersTSB and IT chaosPatterns in behaviour during a crisisNotes
12 The importance of telling the truth and its role in crisis and reputation management
Lies and deception: Good and badTelling the truthSummary of actions: Telling the truth during a crisisNotes
13 Withstanding the attack: The importance of resilience in your communications teams
Learning about resilience from the armed forcesPlanning resilienceSummary of actions: Building resilienceNotes
Part Three Building your crisis communication strategy and response
14 The brain’s response to a crisis and training your team to cope
The brain’s response to a crisisPreparing your teamSummary of actions: Equipping your team to copeNotes
15 Insights from crisis communication influencers on managing the threats facing brands
Insight interview 1: Duncan Gallagher, Head of Issues and Crisis EMEA, EdelmanInsight interview 2: James Dunny, Director and EMEA Head of Crisis and Issues Management, FleishmanhillardInsight interview 3: Adrian Wheeler, author of the PRCA’S practice guide ‘Crisis communications management’
16 The role of leadership in a crisis and preparing your crisis team
Setting the strategic intentActing on strategic intentMaking decisions in a crisisLearning to cope with the pressureListening, empathy and actionA crisis will reinforce the values of leadershipSummary of actions: Leadership in a crisisNotes
17 Showing humanity and empathy in a crisis: When it counts and when it’s empty
What is empathy?Developing empathyExpressing empathy and behaving with compassionBeing humanBeing imperfect and saying sorrySummary of actions: Developing empathy and being humanNotes
18 What do I do first? Getting your priorities right in a crisis
The critical first hourAssemble your teamGet to the factsAssess the severity of the crisisDefine or reapprove the strategic intent for the crisisPause and thinkActivate your communications responseTake actionRemember your employeesReview all your planned marketing activitiesBehave according to your company valuesSummary of actions: The golden hourNotes
19 Harnessing the crowd: Using influencers and advocates to calm the crisis: An interview with Scott Guthrie
How can brands work with influencers in a crisis situation?When are influencers useful and when are they a hindrance during a crisis?How should brands communicate in a crisis situation via their influencers? Should they only use those they already have a relationship with, or is there a role for new influencers in a crisis situation?How important is it for brands to keep their influencers informed about the crisis, as part of the crisis plan?Can and should a brand try to control what an influencer says in a crisis situation? Is there any consequence to that?How can brands build trust by working with influencers during the crisis, and after the crisis as part of a recovery plan?Is there a difference in how you communicate during a crisis via influencers and brand advocates (and should there be)?Summary of actions: Working with influencers during the crisis
20 The role of technology in crisis management: Using predictive analysis, social listening, search data and insights
Predicting a crisisDuring the crisis: Understanding the public responseSummary of actions: Using technology in crisis managementNotes
21 Practical steps to prepare, execute and analyse a crisis response (and avoid common pitfalls)
1 Pre-crisis planning2 The prodromal stage3 Full crisis mode: Damage limitation4 The recovery stageNotes
Further reading
Index
Copyright

Content preview from Communicate in a Crisis

Showing humanity and empathy in a crisis

When it counts and when it’s empty

Empathy – the ability to understand what someone is feeling from their point of view – is probably the most-used word in crisis communications. Almost every crisis team I’ve worked with has talked about the importance of empathy in a crisis statement.

It’s actually pretty hard to do. Not long ago, I worked with the communications team of a large company as they simulated a crisis that included a fatal industrial accident, with strong public feeling against the company as a result. The team members were some of the nicest, most empathic people I’ve ever met – but they struggled to show it in their communications.

One of their tasks as part of the ...

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Communicate in a Crisis

by Kate Hartley

Showing humanity and empathy in a crisis

What is empathy?

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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