Crisis Marketing ^{2nd Ed.}

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.

1. Preface
1. Creating Marketing Relationships: Understanding the People Business
1. Defining a Plan, Building a Business — It All Begins with Trust
2. Building Trust … Again: Reacting to Crisis
3. Timing Is Everything … Or Is It? Doing Business During a Crisis
2. Creating a Marketing Strategy
4. The Value of Market Research
5. The Marketing Plan
6. Determining Which Way to Go: Different Aspects of Marketing and How to Make Them Work
7. Marketing Ethics — In or Our of a Crisis
3. A Crash Course in Crisis Marketing
8. The Marketing Process in Brief
4. The Crisis Marketing Casebook
9. The Difference Between Right and Wrong in a Crisis
10. A Person, Product, and a Brand Named Trump
11. Dick Morris: Crisis? What Crisis?
12. The Corner Gas Station and a Tale of Two (or More) Oil Companies
13. The Luxury of Fur … It's Not Like It's a Steak
14. Images, Passion, Controversy, Social and Moral Objections … All for Only About $2 A Pack
15. You Think You've Got a Headache? Johnson & Johnson Knows Just How You Feel
16. Pepsi Shows Quality Under Pressure
17. When People Stopped Listening to What Used to Be E. F. Hutton
18. This Time Pretend I'm Not Lying
19. Please Stand By: The Information Superhighway Seems to Have Temporarily Disappeared
20. First They Turned Green, Then Realistic
5. Appendix I: Sources and Resources
6. Appendix II: Bibliography and References

Excellent book about risk management from a marketing and PR perspective.