Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World
| Author | : | |
| Rating | : | 4.32 (930 Votes) |
| Asin | : | 1137278706 |
| Format Type | : | paperback |
| Number of Pages | : | 256 Pages |
| Publish Date | : | 2017-08-12 |
| Language | : | English |
DESCRIPTION:
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.. Once just t
Crammed full of wisdom from other Masters' fall from grace.” Robert Lenzner, Contributing Editor and Columnist, Forbes Media and bestselling author of The Great Getty“Everyone knows that reputation is a bridge--and an illusion. Rethinking Reputation shows you how to reset your concept of reputation and to navigate this new media world. Seitel and Doorley have put forward a thought-provoking blueprint on how to both build and maintain this valuable asset.” Ed Ingle, Managing Director of Government Affairs, Microsoft Corporation, and former senior White House aide“The authors are good storytellers, with tales of the famous and
Seitel is a public relations consultant, author, lecturer, columnist, and media commentator, appearing frequently on the Fox News Network and other outlets. . John Doorley is the founding academic director of the Master of Science in Public Relations degree program at New York University. Fraser P. He also founded and directs the Academy for Communication
Anecdotes neither scintillating nor boring - just OK Seitel and Doorley provide us with a number of yarns where they promote the importance of PR. I doubt many would question this, particularly in today's world of blogs, tweets, etc. Bottom line, word of mouth is getting louder, more visible, and potentially measurable. However, nowhere do they in anyway support their entitled premise "how PR trumps advertising in the new media world". Readable, but nothing exceptional. I agree with an earlier reviewer that The New Rules of Market. "Great Intro to PR" according to bklynbkwrm. I picked up "Rethinking Reputation" knowing very little about PR, much less how it has changed with the advent of social media. This book was an excellent guide. Each chapter is centered on a case study that illustrates a company that either launched, grew, or managed a crisis using "reputation management" techniques. I was particularly interested to learn how scrappy young business owners won friends and influenced people not just by barraging everyone they know with Facebook p. Exciting Introduction One of the finest introductions to a PR text is written in "Rethinking Reputation" by Seitel and Doorley.The journey back in time is as exciting as it is truly historical. The Biblical references provide a different take and give a delightful flashback on the PR profession which sometimes finds it difficult to find itself.I like the thorough treatment given to the BP story, as it is a signature case for issues management in this century. However, perhaps too much space was given