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 start-up. In Rethinking Reptutation, 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!
| Acknowledgments |
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vii | |
| The Authors |
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ix | |
| Introduction It All Started With Moses |
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1 | (12) |
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PART I HOW TO BUILD REPUTATION |
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One The Power of Relationships |
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13 | (16) |
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The Magic Slippers and the Exterminator |
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Two The Power of Publicity |
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29 | (18) |
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Penicillin for the Soul: The Best Publicity Story Ever Told |
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Three The Power of Your Personal or Company Brand |
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47 | (22) |
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P. Roy Vagelos, Maverick---Lessons in Leadership and Communication |
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Four The Power of Planning |
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69 | (22) |
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Energy Man with a Plan No Matter the Goal, Every Person and Business Needs One |
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Five The Power of Reputation |
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91 | (20) |
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How the Pros at J&J Do It, In Good Times and Bad |
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PART II HOW TO PROTECT REPUTATION |
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111 | (26) |
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What Kobe Bryant Knew that Weiner, Edwards, Clemens, McGwire and Tiger Didn't |
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Seven Take Either Road---Just Stick to It |
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137 | (24) |
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How Hewlett-Packard Went High, Dominique Strauss-Kahn Went Low, and They Both Won |
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Eight Stick to the Script |
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161 | (24) |
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Crisis Management and Mismanagement How BP Became "Battered Petroleum" |
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185 | (18) |
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Renouncing the Clinton Legacy and Embracing the "Volcker Rule" |
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Ten Rethinking Reputation |
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203 | (24) |
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How the Most Unlikely Company Went "Straight" to Change Its Image and Recapture Credibility |
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| Bibliography |
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227 | (4) |
| Index |
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231 | |
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, USA. 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.
