Rethinking Reputation How PR Trumps Marketing and Advertising in the New Media World |
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Author:
| Seitel, Fraser P. Doorley, John |
Narrated by:
| Pratt, Sean |
ISBN: | 978-1-4690-9014-6 |
Publication Date: | Nov 2012 |
Publisher: | Ascent Audio
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Imprint: | Gildan Audio |
Book Format: | Downloadable audio file |
List Price: | USD $89.98 |
Book Description:
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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...
More DescriptionGood 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 lesso