TY  - BOOK
AU  - Seitel,Fraser P.
AU  - Doorley,John
TI  - Rethinking reputation: how PR trumps marketing and advertising in the new media world 
SN  - 9780230338333
U1  - 659.2 22
PY  - 2012///
CY  - New York
PB  - Palgrave Macmillan
KW  - Public relations
KW  - BUEsh
KW  - Publicity
KW  - Internet in public relations
KW  - Internet in publicity
KW  - Reputation
KW  - Corporate image
KW  - Social media
KW  - BUSADM
KW  - COMAME
KW  - December2019
N1  - 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
N2  - "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.
ER  -