Brand vandals : reputation wreckers and how to build better defences / Steve Earl and Stephen Waddington.

Format:

Book

Author/Creator:

Earl, Steve, author.

Waddington, Stephen, author.

Language:

English

Subjects (All):

Social media--Planning.

Social media.

Physical Description:

1 online resource (x, 271 pages)

Edition:

1st ed.

Place of Publication:

London, England : Bloomsbury Publishing Plc, 2013.

Language Note:

English

Summary:

An accessible guide to a crucial issue for public relations professionals and business owners. Thanks to the rise of social media, what audiences think and say about organisations has never been more critical. Steve Earl and Stephen Waddington's Brand Anarchy examined the impact of media change and the new reputation landscape brought about by disaffected shareholders, customers and staff voicing their opinions to a global Internet audience.The authors continue the story here with the brand vandals going one step further; mobilising themselves, and the Internet, to wage war on organisations and willfully cause lasting reputational damage. For the organisation, engagement isn't an option - it's a necessity. Brand vandals are forcing a level of dialogue that organisations, public and private, have never had to contemplate before. Smart organisations are helping to define the future of modern brand communication by retooling their public relations and communications teams to truly get to grips with the challenge of engaging audiences in a 24/7 conversation that not only answers criticism, but positively rebuilds corporate reputation. Is your organisation ready for the brand vandals?

Contents:

Cover

Contents

About the authors

Introduction

Section 1 - The Rise of Brand Vandals Stephen Waddington

Chapter 1 - It cuts both ways

Chapter 2 - From anarchy to terror

Chapter 3 - How bad could it get?

Chapter 4 - Pigs and lipstick

Chapter 5 - The climate of risk

Chapter 6 - Understanding the enemy

Section 2 - Tackling Brand Vandals Steve Earl

Chapter 7 - Developing an early-warning system

Chapter 8 - Getting on the front foot

Chapter 9 - Bullets to brownie points

Chapter 10 - Fit-for-purpose communications

Chapter 11 - Raising the army

Chapter 12 - Battle-ready in 90 days

Index.

Notes:

Includes index.

Description based on print version record.

Description based on print record.

ISBN:

9781472905222

1472905229

OCLC:

868917328