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Author: Joe Marconi
Publisher: McGraw-Hill Companies
ISBN: 9780844232379
Category : Cases
Languages : en
Pages : 0
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Book Description
Even the best companies have learned the sad, expensive lesson: Bad news is big news, and it can put years of successful brand-building and thoughtful image-making at risk. Large or small, Wall Street or Main Street, companies are more vulnerable than ever. A simple rumor or a negative reference in the media--whether based on fact or not--can undo years of goodwill. Any business day can start with: Tabloid rumors or innuendo A report of a scandal at the highest (or lowest) levels News of product-tampering A major class-action lawsuit--or a simple nuisance suit Your industry under fire from politicians or special interests "Crisis Marketing: When Bad Things Happen to Good Companies" gives you a framework for managing that risk. The author, a seasoned pro in crisis marketing and management: Provides guidelines for identifying what can go wrong. Shows how to position your company or business before a crisis happens. Explains why you should expect, and be ready for, "the worst." Tells what to do first in the face of a crisis--and what to do next. The old saying that "any news is good news" was never more untrue than in today's business and media climate. "Crisis Marketing: When Bad Things Happen to Good Companies" provides the expert with direction and proven formulas for avoiding media storms and for weathering them if they do occur.
Author: Robert S. Littlefield
Publisher: Rowman & Littlefield
ISBN: 179361878X
Category : Language Arts & Disciplines
Languages : en
Pages : 211
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Book Description
Integrated Marketing Communications in Risk and Crisis Contexts is part of the Lexington Books Integrated Marketing Communication (IMC) series. The authors present a culture centered model for examining risk and crisis communication within the context of IMC to provide a more robust understanding of myriad cultural variables affecting the perception of risk and crisis messages and the means by which these messages are processed by different publics, particularly multicultural and international groups. While the conceptualization of what constitutes IMC has been broad, from the perspective of risk and crisis communication, the focus is quite specific: All communication and messages created and disseminated in a risk or crisis situation must be carefully created and strategically presented if the intended outcomes associated with the publics' responses are to be realized by the sender of the messages.
Author: Eli Avraham
Publisher: Routledge
ISBN: 1136378413
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
Growing competition between countries and cities over attracting infrastructure, investment, tourists, capital and national and international status mean that today, a negative image is more harmful than ever. Whatever the cause of the negative image, places perceived as dangerous, frightening, or boring are at a distinct disadvantage. Many decision makers and marketers stand by helplessly, frustrated by their knowledge that in most cases, their city's negative image is not based on well-grounded facts. Given that stereotypes are not easily changed or dismissed, the challenge facing these decision makers is great. Analyses of many case studies show interesting examples of places that tried to change a negative image into a positive one, in order to bringing back tourists, investors and residents. Although a great deal of knowledge about crisis communications has accumulated in recent years, very little has been written about strategies to improve places' negative images. The aim of "Media Strategies for Marketing Places in Crisis" is to discuss the various dimensions of an image crisis and different strategies to overcome it, both in practice and theory. "Media Strategies for Marketing Places in Crisis" is based on the careful analysis of dozens of case studies, advertisements, public relations campaigns, press releases, academic articles, news articles, and the websites of cities, countries and tourist destinations.
Author: Joe Marconi
Publisher: Irwin Professional Publishing
ISBN: 9781557382467
Category : Crisis management
Languages : en
Pages : 216
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Book Description
Crisis business situations reflect not only on individual companies but on entire industries. It would seem impossible to combat the negative, regardless of how "good" your company is, when bad things happen. Yet, companies can and do make it through tough times as expert marketer and author Joe Marconi shows in Crisis Marketing: When Bad Things Happen to Good Companies. Not only is it possible to stop the bleeding and keep existing customers, but companies can turn the worst possible time into the best and actually gain business. Crisis Marketing offers a common sense plan for meeting the challenges of a changing and too often difficult marketplace. It guides professionals through the "ins and outs" of crisis management and shows marketers how to position and reposition their companies and products for success. Through case studies, examples and illustration, Crisis Marketing shows marketers what to do "when bad things happen to good companies" through no-nonsense coverage of all the pertinent topics, including:. Building Client Trust. Reestablishing Trust Once Lost. Strategies for Selling in a Down Market. Creating a Crisis Marketing Plan. Using Advertising, Public Relations and Promotions Cohesively to Stop the Bleeding.
Author: Eli Avraham
Publisher: Routledge
ISBN: 1136378405
Category : Business & Economics
Languages : en
Pages : 258
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Book Description
Growing competition between countries and cities over attracting infrastructure, investment, tourists, capital and national and international status mean that today, a negative image is more harmful than ever. Whatever the cause of the negative image, places perceived as dangerous, frightening, or boring are at a distinct disadvantage. Many decision makers and marketers stand by helplessly, frustrated by their knowledge that in most cases, their city's negative image is not based on well-grounded facts. Given that stereotypes are not easily changed or dismissed, the challenge facing these decision makers is great. Analyses of many case studies show interesting examples of places that tried to change a negative image into a positive one, in order to bringing back tourists, investors and residents. Although a great deal of knowledge about crisis communications has accumulated in recent years, very little has been written about strategies to improve places' negative images. The aim of "Media Strategies for Marketing Places in Crisis" is to discuss the various dimensions of an image crisis and different strategies to overcome it, both in practice and theory. "Media Strategies for Marketing Places in Crisis" is based on the careful analysis of dozens of case studies, advertisements, public relations campaigns, press releases, academic articles, news articles, and the websites of cities, countries and tourist destinations.
Author: David Beirman
Publisher: Routledge
ISBN: 100024718X
Category : Business & Economics
Languages : en
Pages : 255
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Book Description
This is an outstanding book. It offers a comprehensive range of in-depth case studies that looks at past tourism crisis and analyzes the responses made. A must-read book for those in the industry, related associations and the various levels of government as they consider how to pro-actively deal with the potential for future crisis related to tourism. Perry Hobson, Head, School of Tourism and Hospitaliy Management, Southern Cross University and Editor-in-Chief Journal of Vacation Marketing. Tourism everywhere is vulnerable to changes in public perception. When news about an earthquake, a violent conflict or a contagious disease in a distant location hits the television, tourists cancel holidays. The September 11, 2001 terrorist attack against the USA impacted on airlines and tourist destinations worldwide, as did subsequent attacks on tourists. These events highlight the importance of destination crisis management for the global tourism industry. Experienced tourism marketer and trainer, David Beirman, has created a guide to crisis management for tourism operators and offices. He argues that managing public perception is critical to the recovery of a destination after a crisis, and that much depends on providing clear, frequently updated and accurate information. He provides detailed case studies of different types of crises from around the world, with analyses of the strengths and weaknesses of the approach taken by tourism managers. This is an invaluable reference for tourism managers anywhere in the world, and a useful resource for tourism students.
Author: Jeremy Miller
Publisher: Dundurn
ISBN: 1459728122
Category : Business & Economics
Languages : en
Pages : 277
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Book Description
#1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.
Author: W. Timothy Coombs
Publisher: John Wiley & Sons
ISBN: 1444361902
Category : Language Arts & Disciplines
Languages : en
Pages : 770
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Book Description
Written as a tool for both researchers and communication managers, the Handbook of Crisis Communication is a comprehensive examination of the latest research, methods, and critical issues in crisis communication. Includes in-depth analyses of well-known case studies in crisis communication, from terrorist attacks to Hurricane Katrina Explores the key emerging areas of new technology and global crisis communication Provides a starting point for developing crisis communication as a distinctive field research rather than as a sub-discipline of public relations or corporate communication
Author: Rhenald Kasali
Publisher: Gramedia Pustaka Utama
ISBN: 6020359344
Category : Business & Economics
Languages : id
Pages : 208
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Book Description
"Krisis selalu membuat Anda kecut, seperti virus yang mewabah. Ia terutama menyerang mereka yang daya tahan tubuhnya (dan mentalnya) lemah. Masalahnya, mendengar kata krisis saja, daya tahan Anda mulai loyo. Ia melemahkan spirit dan mendorong terjadinya depresi. Pengalamannya dalam membentengi perusahaan-perusahaan nasional dari berbagai krisis menunjukkan pentingnya therapy untuk memanfaatkan krisis dalam membangun kejayaan baru. Buku ini merupakan sharing pengalaman, pengetahuan, dan teknik-teknik marketing therapy yang layak dan bisa Anda terapkan di mana pun Anda berkarya. Berlatihlah melawan krisis, dan rasakan manfaatnya. Yang perlu Anda takuti bukanlah krisis keuangan global itu sendiri, melainkan pikiran-pikiran yang mempercayai krisis itu akan menimpa Anda dan membuat pasukan pemasaran dan konsumen Anda lemah."
Author: Kate Hartley
Publisher: Kogan Page Publishers
ISBN: 0749486821
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
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.
Author: Pernille Rydén
Publisher: Routledge
ISBN: 1000432769
Category : Business & Economics
Languages : en
Pages : 123
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Book Description
This fascinating new book explores the benefits and dynamics of social media storms and identifies the possible opportunities that they present for further engagement with customers. It provides actionable managerial advice on planning for, measuring, and innovatively navigating social media storms. Based on a sound theoretical background and illustrated by vivid real-life examples and case studies throughout every chapter, this book combines thorough explanations of the elements of business decision-making, market interaction, consumer psychology, branding, and business communication. In comparison to the existing literature, the book departs from the classical, but insufficient crisis communication management approaches to suggest novel frameworks and tools for empowering businesses, consumers, and broader societies in the digital age. Social Media Storms: Empowering Leadership Beyond Crisis Management provides advanced undergraduate and postgraduate digital marketing, marketing communications, strategy, and crisis management students with a comprehensive understanding of the social media storm phenomenon and helps marketing and communications professionals to leverage the opportunities that social media storms are bringing.
