9781137278708

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

  • ISBN 13:

    9781137278708

  • ISBN 10:

    1137278706

  • Edition: Reprint
  • Format: Paperback
  • Copyright: 09/17/2013
  • Publisher: St. Martin's Griffin

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

Extend Your Rental at Any Time

Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.

Rental Options

List Price $17.00 Save

Free Shipping Free Shipping On Every Order
Usually Ships in 2-3 Business Days

Summary

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.

Author Biography

Read more

Write a Review