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

Seitel, Fraser P.; Doorley, John

 
9781137278708: Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World
Couverture souple
ISBN 10 : 1137278706 ISBN 13 : 9781137278708
Editeur : Palgrave Macmillan, 2013

Synopsis

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 to maximize coverage and minimize harm. In between, they illustrate the character-based communication strategies that have bulletproofed countless businesses - and how you can use them too.

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À propos de l?auteur

Fraser P. Seitel is a public relations consultant, author, lecturer, columnist, and media commentator, appearing frequently on the Fox News Network and other outlets. He is the author of The Practice of Public Relations, which is used in universities worldwide and has sold over a million copies in eleven editions. John Doorley is the founding academic director of the Master of Science in Public Relations degree program at New York University. He also founded and directs the Academy for Communication Excellence and Leadership at Johnson & Johnson, with multiple course offerings in the United States, Europe, and Asia. Until 2000, Doorley was head of corporate communication at Merck & Co., which was named America's Most Admired Company. He has been the chief speechwriter for CEOs of major firms and copyrighted a program to help firms manage their reputations.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Palgrave Macmillan
Date d'édition
2013
Langue
anglais
ISBN 10 
1137278706
ISBN 13 
9781137278708
Reliure
Broché
Nombre de pages
256
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9780230338333: Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World

Edition présentée

ISBN 10 :  023033833X ISBN 13 :  9780230338333
Editeur : Palgrave Macmillan, 2012
Couverture rigide