Download Lecture 6 Retail Personal Service

Crisis Management
• Pre-crisis Communication Rules
– To create a reservoir of good will!!
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Communicate
Keep in touch and be responsive
Do not act as if problems do not exist
Build trust by communicating
Build brand equity
Build scenarios for the unexpected
Pelsmaker et al. (2007), Chapter 10
Crisis Management
• During a crisis
– Designate a single spokesperson
– Tell your story first and be honest
– Never go ‘off the record’
– Keep your employees informed
– Postion your company in a larger context
– Give details
– Show compassion
– Reassurance
– What are we doing about it?
Lukaszewki (1997), “Establishing Individual and corporate Crisis Communication
Standards: The Principles and Protocols,” Public Relations Quarterly, 42(3), pp. 7-14
Word of Mouth
Principles
Word of Mouth
• WOM communication
– Verbal communication
between individuals that
messages are transmitted
from the sender to many
receivers, whether or not
all members received the
original intended
messages.
Pickton and Broderick (2005),
Chapter 4
Five Ts
• Talkers
– Find people who are
predisposed to talk about
brands in general, and/or
a particular brand
• Topics
– A mystery, cool story or
breaking news to get
people talking
Sernovitz (2006), Word of Mouth Marketing: How Smart Companies Get People
Talking, Chicago, Illinois: Michael Krauss
Five Ts
• Tools
– Make good use of the tools
that promote a viral
conversation, ie. Social
networking websites.
• Taking Part
– Be part of the conversation.
• Tracking
– Word of mouth on the
Internet is measurable and
traceable
Sernovitz (2006), Word of Mouth Marketing: How Smart Companies Get People
Talking, Chicago, Illinois: Michael Krauss