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Rethinking Reputation : How PR Trumps Marketing and Advertising in the New Media World
by Fraser P. Seitel and John Doorley


Overview -

Once just the icing on a good campaign, PR is now the lynchpin of any reputation management strategy. Little wonder, in a time when even minor gaffes can ruin the careers of politicians, celebrities, athletes and high-flying CEOs - and a single well-placed endorsement can launch an unknown startup into the stratosphere.  Read more...


 
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More About Rethinking Reputation by Fraser P. Seitel; John Doorley
 
 
 
Overview

Once just the icing on a good campaign, PR is now the lynchpin of any reputation management strategy. Little wonder, in a time when even minor gaffes can ruin the careers of politicians, celebrities, athletes and high-flying CEOs - and a single well-placed endorsement can launch an unknown startup into the stratosphere. In "Rethinking Reputation," public relations gurus Fraser Seitel and John Doorley examine the pivotal PR moments of recent years - including the BP oil spill and the 2012 Republican primaries - to glean the dos and dona (TM)ts for the new media world. They show everyone from mom-and-pop shops to Fortune 500 companies how to wield the power of word-of-mouth, relationships, and publicity to maximize coverage and minimize harm. In between, they illustrate the character-based communication strategies that have bulletproofed countless businesses - and how you can use them too.

 
Details
  • ISBN-13: 9781137278708
  • ISBN-10: 1137278706
  • Publisher: Palgrave MacMillan
  • Publish Date: September 2013
  • Page Count: 239


Related Categories

Books > Business & Economics > Public Relations
Books > Business & Economics > Leadership

 
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