Rethinking reputation : how PR trumps marketing and advertising in the new media world / Fraser P. Seitel, John Doorley.
Material type: TextPublisher: New York : Palgrave Macmillan, 2012Description: x, 235 pages ; 25 cmContent type:- text
- unmediated
- volume
- 9780230338333
- 659.2 SEI 22
Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Book - Borrowing | Central Library First floor | Donation-Gift | 659.2 SEI (Browse shelf(Opens below)) | Available | 000048452 |
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659.2 PUB Public relations campaigns / | 659.2 SEI The Practice of Public Relations / | 659.2 SEI The Practice of Public Relations / | 659.2 SEI Rethinking reputation : | 659.2 TEN Exploring public relations / | 659.2 TEN Exploring public relations / | 659.2 TEN Exploring public relations / |
Includes bibliographical references and index.
The power of relationships -- The power of publicity -- The power of your personal or company brand -- The power of planning -- The power of reputation -- Control the agenda -- Take either road: just stick to it -- Stick to the script -- The sin of spin -- Rethinking reputation.
"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 startup. In Rethinking reputation, 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."--Publisher description.
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