Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World - Tapa blanda

Seitel, Fraser P.; Doorley, John

 
9781137278708: Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World
Tapa blanda
ISBN 10: 1137278706 ISBN 13: 9781137278708
Editorial: Palgrave Macmillan, 2013

Sinopsis

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Palgrave Macmillan
Año de publicación
2013
Idioma
Inglés
ISBN 10 
1137278706
ISBN 13 
9781137278708
Encuadernación
Tapa blanda
Número de páginas
256
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9780230338333: Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World

Edición Destacada

ISBN 10:  023033833X ISBN 13:  9780230338333
Editorial: Palgrave Macmillan, 2012
Tapa dura