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

Name: Rethinking Reputation How PR Trumps Marketing and Advertising in the New Media World
Price: 4.68 USD
Availability: InStock
ISBN: 9781137278708

ISBN-10: 1137278706

ISBN-13: 9781137278708

Edition: 2013

Authors: Fraser P. Seitel, John Doorley

List price: $19.00

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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…

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