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Do not leave your brand to chance: Plan your crisis communications now

Author

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  • Cruz, Lisa

Abstract

The world has reached a place where everyone is a media expert (because they possess a smart device), and crisis is part of the daily fabric of our lives. Considering that we see crises often, both personally and from an organisational perspective, we need to recondition ourselves and make a fundamental shift to a stance of preparedness and be ready to tackle it head on, just as we would any organisational issue presented before us. Crisis is no longer the ‘thing that happens to the other guy’. Preparing a solid foundation for crisis communication will give organisations a clear and effective roadmap for help when one occurs. A solid, comprehensive plan is the underpinning for effective communication and brand maintenance. As preparing for a crisis is now a fact of life, the aim of this paper is to serve as a blueprint for an organisation’s crisis communication framework. Nobody wants to think about potential crises, but a state of preparedness will help alleviate the stress associated with it.

Suggested Citation

  • Cruz, Lisa, 2019. "Do not leave your brand to chance: Plan your crisis communications now," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(2), pages 127-135, September.
    • Handle: RePEc:aza:jbs000:y:2019:v:8:i:2:p:127-135
    as

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    More about this item

    Keywords

    crisis; crisis communication; brand; effective communication; planning; audit; review;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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