{"product_id":"2940170288557","title":"Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World","description":"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 \u003ci\u003eRethinking Reputation\u003c\/i\u003e, public relations guru Fraser Seitel and John Doorley, founder of the Academy for Communication Excellence and Leadership at Johnson amp; 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: \u003cul\u003e\n\u003cli\u003eRemember that research is cheaper, and more critical, than ever.\u003c\/li\u003e\n\u003cli\u003eDon't let the perfect be the enemy of the good-launch your idea before someone else does.\u003c\/li\u003e\n\u003cli\u003eDon't get so excited about social media that you forget about traditional media.\u003c\/li\u003e\n\u003cli\u003eIn a crisis, you are never offstage.\u003c\/li\u003e\n\u003cli\u003eNever lie, never whine, and never try to predict the future!\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Instructional Systems [Aubrey J. Kline (aka Jim Kline dba Instructional Systems)]","offers":[{"title":"Default Title","offer_id":47104929759472,"sku":"2940170288557","price":29.98,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940170288557_p0.jpg?v=1763707527","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940170288557","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}