John Doorley

Fraser P. Seitel

Why PR is more important than advertising or marketing - and how to harness its power to get new customers and protect your reputation in today's media-saturated world.

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 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. 

These new media lessons include: 

* Remember that research is cheaper, and more critical, than ever. 
* Don't let the perfect be the enemy of the good--launch your idea before someone else does. 
* Don't get so excited about social media that you forget about traditional media. 
* In a crisis, you are never offstage. 
* Never lie, never whine, and never try to predict the future!

St. Martin's Press

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