Crisis Communications: The Definitive Guide to Managing the Message
- 作者
- 出版社 McGraw-Hill Education
- 出版时间 2013年2月 第1版
- ISBN 9780071799218
- 定价 303.30
内容简介
Therearefewguaranteesinbusinesstoday.Unfortunately,oneofthemistheinevitabilityofacrisishavingapotentiallymajoreffectonyourbusinessandyourreputation.Whenyourcompanyfindsitselfinthemidstofacrisis,therippleeffectscandisruptlivesandbusinessfortheforeseeablefutureifpublicopinionisnotproperlyshapedandmanaged.Skillfullymanagingtheperceptionofthecrisisdeterminesthedifferencebetweenacompany’slifeordeath.Becauseinthepitchedbattlebetweenperceptionandreality,perceptionalwayswins.Fortunately,thereisasolution.CrisiscommunicationsandcrisismanagementlegendStevenFinkgivesyoueverythingyouneedtopreparefortheinevitable—whetherit’sintheformofhumanerror,industrialaccidents,criminalbehavior,ornaturaldisasters.Inthisgroundbreakingguide,Finkprovidesacompletetoolkitforensuringsmoothcommunicationsandlastingbusinesssuccessthroughanycrisis.CrisisCommunicationsoffersproactiveandpreventivemethodsforpreemptingpotentialcrises.Thebookrevealsprovenstrategiesforrecognizingandavertingdamagingcrisiscommunicationsissuesbeforeit’stoolate.Thebookalsoofferswaystodealwithmainstreamandsocialmedia,usethemtoyouradvantage,andneutralizeandturnaroundahostilemediaenvironmentStevenFinkuseshisdecadesofexpertiseandexperienceincrisiscommunicationstohelpyou:UNDERSTANDANDMANAGETHERELATIONSHIPBETWEENPUBLICPERCEPTIONANDREALITYCHOOSETHEBESTSPOKESPERSONFORTHECRISISPROTECTYOURBRANDANDREPUTATIONTHROUGHCRISESLARGEANDSMALLMAKEWISE,VIGILANT,ANDDEFENSIBLEDECISIONSUNDEREXTREMECRISIS-INDUCEDSTRESSTELLTHETRUTHNOMATTERHOWTEMPTINGITMAYBETOMISLEADUSESOCIALMEDIAOUTLETSTOCOMMUNICATEDIRECTLYTOTHEPUBLICABOUTACRISISTheexplosionoftheInternetand,especially,socialmedia,hasaddedanewlayertothebusinessleader’sskillset:theabilitytohandleacrisisquicklyandprofessionallywithinmomentsofitsoccurrence.Livelihoodsdependuponit.Within-depthcasestudiesofToyota,BP,andPennState,CrisisCommunicationsprovideseverythingyouneedtosuccessfullyleadyourcompanythroughtoday’srockylandscapeofbusiness—wherecriseslargeandsmallloomaroundeverycorner,andthelivesofbusinessesandmanagementteamshanginthebalance.
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