Rethinking Reputation

Rethinking Reputation

How PR Trumps Marketing and Advertising in the New Media World

Streaming Audiobook - 2012
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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 a penniless startup. In Rethinking Reputation, 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 PR dos 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 public relations 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't let 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!
Publisher: [United States]: Gildan Audio , 2012
Edition: Unabridged
ISBN: 9781469085845
1469085844
Characteristics: 1 online resource (1 audio file (7hr., 30 min.)) : digital
digital,digital recording
data file
Additional Contributors: Doorley, John
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