Good public relations is no longer just icingits 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 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 studiesincluding the BP oil spill and the launch of CitySlipsto glean the PR dos and donts 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 legendsfor 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. *Dont let the perfect be the enemy of the goodlaunch 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, and never try to predict the future!
