Communicate in a Crisis – Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust

Section - ONE: Understanding how consumer behaviour has changed; Chapter - 01: Kick a brand when it's down - Why we love to hate our favourite brands; Chapter - 02: The issue of declining trust in the spread of fake news; Chapter - 03: Who do I trust? The rise of individual influencers versus declining traditional media; Chapter - 04: It's outrageous! Understanding the new response to outrage and bad news, and the role of social media; Chapter - 05: I want it now - Managing consumer expectation for instant information; Chapter - 06: Profile of a troll - Understanding and dealing with trolling behaviour; Chapter - 07: The conscious consumer - The question complex and pressures of brand transparency; Section - TWO: The role of changing consumer behaviour in crisis management and response; Chapter - 08: The new challenges - Understanding the impact of changing consumer behaviour on crisis management strategies; Chapter - 09: What is acceptable in a crisis? How to differentiate business as usual versus crisis management; Chapter - 10: The social media Hydra: Principles of transparency versus suppression of information in crisis mitigation; Chapter - 11: Crises in action: Lessons learned from crisis responses from five major brands; Chapter - 12: The importance of telling the truth and its role in crisis and reputation management; Chapter - 13: Withstanding the attack: The importance of resilience in your communications teams; Section - THREE: Building your crisis communication strategy and response; Chapter - 14: The brain's response to a crisis and training your team to cope; Chapter - 15: Insights from crisis communication influencers on managing the threats facing brands; Chapter - 16: The role of leadership in a crisis and preparing your crisis team; Chapter - 17: Showing humanity and empathy in a crisis: When it counts and when it's empty; Chapter - 18: What do I do first? Getting your priorities right in a crisis; Chapter - 19: Harnessing the crowd: Using influencers and advocates to calm the crisis: An interview with Scott Guthrie; Chapter - 20: The role of technology in crisis management: Using predictive analysis, social listening, search data and insights; Chapter - 21: Practical steps to prepare, execute and analyse a crisis response (and avoid common pitfalls)