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

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 apenniless start-up. In Rethinking Reptutation., 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 PRdos 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 publicrelations 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'tlet 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!. INDICE: Introduction: How to Build and Retain Reputation With the Help of the World's Second Oldest Profession. PART I:HOW TO BUILD REPUTATION. The Power of Relationships.The Power of Publicity. The Power of the Truth.The Power ofYour Personal or Company Brand. The Power of Reputation.PART II: HOW TO PROTECT & RETAIN REPUTATION.Controlling the Agenda.Choosing Your Road.Sticking to the Script. Sinning by Spinning. Rethinking Reputation.

• ISBN: 978-0-230-33833-3
• Editorial: Palgrave Macmillan
• Encuadernacion: Cartoné
• Páginas: 248
• Fecha Publicación: 21/09/2012
• Nº Volúmenes: 1
• Idioma: Inglés