Overview

Once just the icing on a good campaign, PR is now the lynchpin of any reputation management strategy. Little wonder, in a time when even minor gaffes can ruin the careers of politicians, celebrities, athletes and high-flying CEOs - and a single well-placed endorsement can launch an unknown startup into the stratosphere. In Rethinking Reputation, public relations gurus Fraser Seitel and John Doorley examine the pivotal PR moments of recent years - including the BP oil spill and the 2012 Republican primaries - to glean the dos and don'ts for the new media world. They show everyone from mom-and-pop shops to Fortune 500 companies how to wield the power of word-of-mouth, relationships, and publicity to maximize coverage and minimize harm. In between, they illustrate the character-based communication strategies that have bulletproofed countless businesses - and how you can use them too.

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9781137278708

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Reviews

<p> A useful resource for...PR, mass communications, and related fields...Recommended. -- Choice <p> I would give it an 'A.' It should be 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. -- O'Dwyer's <p> 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 <p> By now you know we're in the middle of a communications revolution with an explosion of new media channels to reach your audience directly and then have your ideas shared in social networks. But most organizations act as if we're still in the mainstream media era of big expensive campaigns. Rethinking Reputation shows you how to reset your concept of reputation and to navigate this new media world. Beautifully written with compelling real-word examples from companies large and small, Seitel and Doorley show you how to succeed. --David Meerman Scott, bestselling author of The New Rules of Marketing and PR, now in over 25 languages from Bulgarian to Vietnamese <p> In an age of public conversations, reputation maintenance is a daily practice, and your crisis management skills may be needed at any moment. Fraser Seitel and John Doorley's book Rethinking Reputation doesn't just shed light on PR best practices; it's a wake-up call and a must-read for all communications professionals today. --Deirdre Breakenridge, CEO Pure Performance Communications and author of Social Media and Public Relations <p> Rethinking Reputation reminds us all of the importance of PR in the most ad-cluttered world we've ever lived in. I highly recommend it to business professionals everywhere. Two big likeable thumbs up! --Dave Kerpen, New York Times bestselling author, Likeable Social Media and Likeable Busines

A useful resource for...PR, mass communications, and related fields...Recommended. -- Choice I would give it an 'A.' It should be 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. -- O'Dwyer's 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 By now you know we're in the middle of a communications revolution with an explosion of new media channels to reach your audience directly and then have your ideas shared in social networks. But most organizations act as if we're still in the mainstream media era of big expensive campaigns. Rethinking Reputation shows you how to reset your concept of reputation and to navigate this new media world. Beautifully written with compelling real-word examples from companies large and small, Seitel and Doorley show you how to succeed. --David Meerman Scott, bestselling author of The New Rules of Marketing and PR, now in over 25 languages from Bulgarian to Vietnamese In an age of public conversations, reputation maintenance is a daily practice, and your crisis management skills may be needed at any moment. Fraser Seitel and John Doorley's book Rethinking Reputation doesn't just shed light on PR best practices; it's a wake-up call and a must-read for all communications professionals today. --Deirdre Breakenridge, CEO Pure Performance Communications and author of Social Media and Public Relations Rethinking Reputation reminds us all of the importance of PR in the most ad-cluttered world we've ever lived in. I highly recommend it to business professionals everywhere. Two big likeable thumbs up! --Dave Kerpen, New York Times bestselling author, Likeable Social Media and Likeable Busines

Author Information

Fraser P. Seitel is a public relations consultant, author, lecturer, columnist, and media commentator, appearing frequently on the Fox News Network and other outlets. He is the author of The Practice of Public Relations, which is used in universities worldwide and has sold over a million copies in eleven editions. John Doorley is the founding academic director of the Master of Science in Public Relations degree program at New York University. He also founded and directs the Academy for Communication Excellence and Leadership at Johnson & Johnson, with multiple course offerings in the United States, Europe, and Asia. Until 2000, Doorley was head of corporate communication at Merck & Co., which was named America's Most Admired Company. He has been the chief speechwriter for CEOs of major firms and copyrighted a program to help firms manage their reputations.

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