Good public relations is no longer just icing
- its a strategic imperative more important to your competitive success than even advertising or marketing. This is true whether youre a century-old multibillion-dollar corporation or a penniless start-up. In Rethinking Reptutation public relations guru Fraser Seitel & John Doorley founder of the Academy for Communication Excellence & Leadership at Johnson & Johnson examine a fascinating new set of case studies
- including the BP oil spill & the launch of City Slips
- to glean the PR dos & donts for the new media world covering both standard reputation maintenance & crisis management. They also show start-up companies & 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 & anyone else tasked with representing their organization to the world. These new media lessons include: * Remember that research is cheaper & more critical than ever. * Dont let the perfect be the enemy of the good
- launch your idea before someone else does. * Dont get so excited about social media that you forget about traditional media. * In a crisis you are never offstage. * Never lie never whine & never try to predict the future!