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

Introduction: How to Build and Retain Reputation With the Help of the World's Second Oldest Profession PART I: HOW TO BUILD REPUTATION The Power of RelationshipsThe Power of Publicity The Power of the TruthThe Power of Your Personal or Company Brand The Power of ReputationPART II: HOW TO PROTECT & RETAIN REPUTATIONControlling the AgendaChoosing Your RoadSticking to the Script Sinning by Spinning Rethinking Reputation

Fraser P. Seitel and John Doorley

"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