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.
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!
"A fun and educational discussion of building and protecting a reputation by two leaders in the field of public relations… Lots of practical information for both building a business and living a life."
Kirkus Reviews
"I would give it an 'A.' It should required reading for every communications student and their instructors, and for every person involved in a business that may some day have a PR problem or use a PR firm. Put it on your must-read list."
