Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World

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Synopsis
Why PR is more important than advertising or marketing - and how to harness its power to get new customers and protect your reputation in today's media-saturated world.Good public relations is no longer just icing--it's a strategic imperative more important to your competitive success than even advertising or marketing. This is true whether you're a century-old multibillion-dollar corporation or a penniless startup. In Rethinking Reputation, public relations guru Fraser Seitel and John Doorley, founder of the Academy for Communication Excellence and Leadership at Johnson & Johnson, examine a fascinating set of case studies--including the BP oil spill and the launch of CitySlips--to glean the PR dos and don'ts for the new media world, covering both standard reputation maintenance and crisis management. They also show start-up companies and entrenched organizations how to use the power of word-of-mouth to jump-start business like never before. This is a wake-up call from two industry legends-for public relations professionals as well as entrepreneurs, CEOs, and anyone else tasked with representing their organization to the world. These new media lessons include: * Remember that research is cheaper, and more critical, than ever. * Don't let the perfect be the enemy of the good--launch your idea before someone else does. * Don't get so excited about social media that you forget about traditional media. * In a crisis, you are never offstage. * Never lie, never whine, and never try to predict the future!
Copyright:
2012

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9781137092229
Related ISBNs:
9780230338333
Publisher:
ST. MARTIN'S PUBLISHING GROUP
Date of Addition:
Copyrighted By:
Fraser P. Seitel and John Doorley
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance, Communication
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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