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Publisher's Summary

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!

©2012 Fraser P. Seitel, John Doorley (P)2012 Gildan Media LLC

Critic Reviews

"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)

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  • ken
  • 02-03-16

Amazingly Disappointing read,

Disappointed, I would imagine this an impartial book objectivity written with insightful information,however it's written within the limited bubble of usa politics It's also comes across as partisan , more of a propaganda book for Fox News than a book to provide insights in to reputation.