Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World - Couverture rigide

Seitel, Fraser P.; Doorley, John

Couverture rigide

ISBN 10 : 023033833X ISBN 13 : 9780230338333

Editeur : Palgrave Macmillan, 2012

Synopsis

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 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 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!

À propos de cette édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2012
• ISBN 10: 023033833X
• ISBN 13: 9780230338333
• Reliure: Relié
• Nombre de pages: 248