If You're Curious About These Questions...
You should listen to this audiobook
- Have you ever wondered why consumers react with such intense personal emotion when a brand fails, and how that deep connection can actually fuel a crisis?
- Are you curious about why social media has become the single greatest threat to a business's reputation during a public relations emergency?
- What’s the secret to executing a crisis communication plan that doesn't just manage the damage, but actually strengthens your audience's trust?
Listen to Communicate in a Crisis — Free Audiobook
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Key Takeaways from Communicate in a Crisis
- Understand why anticipating consumer behavior and motivations is essential for protecting your brand's reputation and financial stability when a crisis strikes.
- Discover how customers form deep, emotional bonds with 'passion brands' and why a lack of authenticity or transparency can quickly turn their loyalty into fierce retaliation.
- Learn the specific triggers of consumer outrage, such as acting against your company's established values or mismanaging a widely relied-upon service.
- Explore the psychology behind public backlash and recognize how consumers use shared outrage over a brand's missteps to express their own social identity.
- Grasp the immense power of social media in modern crisis management, where even small groups of consumers can organize to hold corporate giants publicly accountable.
Learning Tools
Reinforce what you learned from Communicate in a Crisis
Mind Map
Communicate in a Crisis
Consumer-Brand Relationships+
Triggers for Outrage+
Defining & Preparing+
Communication Tactics+
Crisis Leadership+
Quiz — Test Your Understanding
Question 1 of 9
Why do consumers often feel a deep sense of betrayal when a brand they support acts unethically?
Question 2 of 9
According to the book, why did the 2018 Southern Rail UK timetable change become such a massive national story?
Question 3 of 9
According to crisis management specialist Jonathan Hemus, what fundamentally distinguishes a true crisis from a standard business issue?
Question 4 of 9
What is the recommended first step in creating a pre-crisis plan for a business?
Question 5 of 9
What major mistake did British Airways make during their 2017 IT system crash?
Question 6 of 9
How does the book recommend brands manage a high volume of social media messages during a crisis?
Question 7 of 9
Which of the following is NOT one of the four principles of journalism (inspired by Kate Adie) that brands should use during a crisis?
Question 8 of 9
What does it mean for a leader to set a 'strategic intent' at the start of a crisis?
Question 9 of 9
How did Nick Varney, CEO of Alton Towers, effectively demonstrate empathy after the 2015 roller coaster crash?
Communicate in a Crisis — Full Chapter Overview
- 1Recommendation
- 2Consumers form strong bonds with brands that are honest and transparent.
- 3Brands can spark consumer outrage in many ways.
- 4Social media gives consumers a platform to publicly topple brands.
- 5The first step in crisis planning is defining exactly what a crisis truly means for your brand.
- 6Your brand’s survival relies on having a plan for when a crisis hits.
- 7In the event of a crisis, brands must respond swiftly and with accuracy.
- 8Factual communication during a crisis is essential for building trust.
- 9Leaders must navigate a crisis with clarity, empathy, and decisiveness.
Communicate in a Crisis Summary & Overview
Communicate in a Crisis (2019) explores how brands can communicate sensitively and effectively in a crisis. Author Kate Hartley explains why consumers connect so intimately with brands, and why social media is a threat to businesses. She also offers valuable advice for how to execute a crisis communication plan.
Who Should Listen to Communicate in a Crisis?
- PR and marketing professionals
- Businesses recovering from a crisis
- Leaders seeking to develop crisis management skills
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