Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World (BOK)

John Doorley, Fraser P. Seitel

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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.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2013 Forfatter Fraser P. Seitel, John Doorley
Forlag
PALGRAVE MACMILLAN
ISBN 9781137278708
Antall sider 256 Dimensjoner 15,4cm x 23,4cm x 1,7cm
Vekt 275 gram Leverandør Bertram Trading Ltd
Emner og form Business strategy, Public relations, Business studies: general