Demonstrates how to use the power of good public relations to get new customers and protect a reputation in today's media-saturated world, outlining case studies from such high-profile companies as Johnson & Johnson and BP to share lessons in areas ranging from idea launching and research to traditional media and behaving with dignity. 30,000 first printing.
Discusses the rising importance of public relations in the business world and highlights some of the most important public relations moments in recent years, including Charlie Rangel's tax evasion, John Edwards' affair and love child, and Tiger Woods' cheating scandal.
"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
| 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. 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.
