Rethinking reputation : how PR trumps marketing and advertising in the new media world

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Title:

Rethinking reputation : how PR trumps marketing and advertising in the new media world

Author:

Seitel, Fraser P.

ISBN:

9780230338333

Personal Author:

Seitel, Fraser P.

Publication Information:

New York : Palgrave Macmillan, 2012.

Physical Description:

x, 235 p. ; 25 cm.

Contents:

The power of relationships -- The power of publicity -- The power of your personal or company brand -- The power of planning -- The power of reputation -- Control the agenda -- Take either road: just stick to it -- Stick to the script -- The sin of spin -- Rethinking reputation.

Subject Term:

Public relations.

Publicity.

Internet in public relations.

Internet in publicity.

Added Author:

Copies:

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025586799	659.2 S462R 2012	1	Searching... Unknown

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Summary

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 new 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!