Summary
Contents
Whether or not your brand is on social media, your consumers are. They are continuously sharing their good and bad experiences about your brand. Most brands are not prepared to deal with negative feedback which, if ignored, can spiral into a crisis. This book seeks to aid brand and business owners to structure organizations to be crisis-ready. Creating a crisis squad and a crisis playbook, envisioning various scenarios that can occur, and what the brand's response should be are some of the areas the book delves into. It also recommends preventive measures that can save brands from social embarrassment, and social listening strategies that can alert organizations to a problem before it becomes a crisis. When everything else fails and a crisis is at hand, the focus shifts to executing the playbook, turning the conversation around leveraging evangelists and influencers. Once the crisis has ended, it's time to audit the playbook and close the gaps, as well as evaluate financial or reputational damage done to the brand, and see how quickly one can recover.
The Age of Crisis
The Age of Crisis
“Sometimes you need a little crisis to get your adrenaline flowing.”
—Jeannette Walls, The Glass Castle
In September 2003, a consumer found worms in a bar of Cadbury chocolate in Akurdi, Pune, India. A week later, the same thing happened in Mumbai, and the consumer complained to the Maharashtra Food and Drug Authority (FDA) commissioner. On October 2, the chief chemist at the State Food Laboratory declared that the chocolates were insect infested and unfit for eating. This was followed by the discovery of insect/fungus-infected chocolates in Nagpur and Bangalore in the next 30 days.
The news media picked ...