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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 ...
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!
"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 Business
"Personal reputations seem in tatters everywhere you look today. This entertaining guide to public relations shows how the world's 'second oldest profession" is the basis of our individual reputations and relationships."—Helen Ostrowski, retired chairman and CEO, Porter Novelli
"If your Master of the Universe reputation is under threat, you must immediately read this essential guide to master any crisis—or better yet hire the wise gurus of reputation, Fraser Seitel and John Doorley. Crammed full of wisdom from other Masters' fall from grace."—Robert Lenzner, Contributing Editor and Columnist, Forbes Media and bestselling author of The Great Getty
“Everyone knows that reputation is a bridge—and an illusion. Rethinking Reputation is a hands-on training book that drives away theoretic cobwebs and teaches you how to use modern PR to a variety of ends. You can give this book to your bosses, boards or other constituents to get buy-in for newthink, no-BS strategies—-while saving you from pulling out your hair!”—Richard Laermer, CEO RLMpr and author of Full Frontal PR
“Whether in business or politics, one’s reputation is the critical foundation on which success is built. Seitel and Doorley have put forward a thought-provoking blueprint on how to both build and maintain this valuable asset.”—Ed Ingle, Managing Director of Government Affairs, Microsoft Corporation, and former senior White House aide
"The authors are good storytellers, with tales of the famous and the obscure. They are especially good at conveying the power of character-based communication."—Rudy Giuliani, former mayor of New York City
The Authors ix
Introduction: It All Started with Moses 1
Part I How to Build Reputation
1 The Power of Relationships 13
The Magic Slippers and the Exterminator
2 The Power of Publicity 29
Penicillin for the Soul: The Best Publicity Story Ever Told
3 The Power of Your Personal or Company Brand 47
P. Roy Vagelos, Maverick-Lessons in Leadership and Communication
4 The Power of Planning 69
Energy Man with a Plan No Matter the Goal, Every Person and Business Needs One
5 The Power of Reputation 91
How the Pros at J&J Do It, In Good Times and Bad
Part II How to Protect Reputation
6 Control the Agenda 111
What Kobe Bryant Knew that Weiner, Edwards, Clemens, McGwire and Tiger Didn't
7 Take Either Road-Just Stick to It 137
How Hewlett-Packard Went High, Dominique Strauss-Kahn Went Low, and They Both Won
8 Stick to the Script 161
Crisis Management and Mismanagement How BP Became "Battered Petroleum"
9 The Sin of Spin 185
Renouncing the Clinton Legacy and Embracing the "Volcker Rule"
10 Rethinking Reputation 203
How the Most Unlikely Company Went "Straight" to Change Its Image and Recapture Credibility