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    Communicate in a Crisis by Kate Hartley Summary

    Communicate in a Crisis
    Kate Hartley
    3.6 (40 Reviews)
    Communication skill
    Business
    Leadership
    Overview
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    Author
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    Overview of Communicate in a Crisis

    When crises explode online, Kate Hartley's essential guide reveals how to navigate outrage and misinformation in the digital age. PR Week's go-to resource teaches empathy-driven strategies that transformed crisis management. In a world where reputation collapses with one tweet, can your brand survive?

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    Key Takeaways

    1

    The New Threat Landscape

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    Let's start by understanding the changing nature of crises in our digital age. Social media has fundamentally altered how information spreads and how quickly public opinion can turn against a brand. A single tweet or Facebook post can snowball into a full-blown PR disaster within hours. Take the case of United Airlines in 2017. When video footage of a passenger being forcibly removed from an overbooked flight went viral, the company's initial response only fueled public outrage. Their clinical, legalistic statement failed to show empathy and made the situation far worse. This incident highlights how critical it is to respond quickly, but more importantly, to respond with genuine empathy and understanding. The rise of fake news and misinformation presents another major challenge. False stories can spread like wildfire online, and brands must be prepared to counter them swiftly and effectively. We've seen numerous examples of companies caught flat-footed by viral hoaxes or deliberate disinformation campaigns.

    2

    Understanding Consumer Behavior

    3

    Differentiating Issues from Crises

    4

    Building a Crisis-Ready Culture

    5

    The Power of Empathy

    6

    Harnessing Technology and Data

    7

    Executing Under Pressure

    8

    The Long Road to Recovery