Rethinking Reputation How PR Trumps Marketing and Advertising in the New Media World
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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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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $19.00
Copyright year: 2013
Publisher: Palgrave Macmillan
Publication date: 9/17/2013
Size: 6.25" wide x 9.25" long x 0.75" tall
|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"|
|How the Most Unlikely Company Went "Straight" to Change Its Image and Recapture Credibility|