02537cam a22003735i 4500 27929 27900 17228212 EG-ScBUE 20191221110524.0 120327s2012 nyu f b 001 0 eng d 9780230338333 DLC eng rda DLC DLC EG-ScBUE 659.2 SEI 22 Seitel, Fraser P., author. 10112 Rethinking reputation : how PR trumps marketing and advertising in the new media world / Fraser P. Seitel, John Doorley. New York : Palgrave Macmillan, 2012. x, 235 pages ; 25 cm text txt rdacontent unmediated n rdamedia volume nc rdacarrier 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. Public relations. BUEsh Publicity. BUEsh Internet in public relations. BUEsh Internet in publicity. BUEsh Reputation. BUEsh Corporate image. BUEsh 37516 Social media. BUEsh 32891 BUSADM COMAME December2019 Doorley, John, author. ddc BB 0 0 ddc 0 0 Donation-G MAIN MAIN 1ST 2019-12-21 Donation 2 5 659.2 SEI 000048452 2025-07-15 00:00:00 2021-02-01 2019-12-21 BB