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

ISBN-10: 1137278706

ISBN-13: 9781137278708

Edition: 2013

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Description: 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 don’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.

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Book details

List price: $19.00
Copyright year: 2013
Publisher: Palgrave Macmillan
Publication date: 9/17/2013
Binding: Paperback
Pages: 256
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.616
Language: English

Acknowledgments
The Authors
Introduction: It All Started with Moses
How to Build Reputation
The Power of Relationships
The Magic Slippers and the Exterminator
The Power of Publicity
Penicillin for the Soul: The Best Publicity Story Ever Told
The Power of Your Personal or Company Brand
P. Roy Vagelos, Maverick-Lessons in Leadership and Communication
The Power of Planning
Energy Man with a Plan No Matter the Goal, Every Person and Business Needs One
The Power of Reputation
How the Pros at J&J Do It, In Good Times and Bad
How to Protect Reputation
Control the Agenda
What Kobe Bryant Knew that Weiner, Edwards, Clemens, McGwire and Tiger Didn't
Take Either Road-Just Stick to It
How Hewlett-Packard Went High, Dominique Strauss-Kahn Went Low, and They Both Won
Stick to the Script
Crisis Management and Mismanagement How BP Became "Battered Petroleum"
The Sin of Spin
Renouncing the Clinton Legacy and Embracing the "Volcker Rule"
Rethinking Reputation
How the Most Unlikely Company Went "Straight" to Change Its Image and Recapture Credibility
Bibliography
Index
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