{"product_id":"9781137092229","title":"Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World","description":"\u003cp\u003eGood 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\u0026amp;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. \u003c\/p\u003e\u003cp\u003eThese new media lessons include: \u003c\/p\u003e\u003cp\u003e* Remember that research is cheaper, and more critical, than ever. \u003cbr\u003e* Don't let the perfect be the enemy of the good-launch your idea before someone else does. \u003cbr\u003e* Don't get so excited about social media that you forget about traditional media. \u003cbr\u003e* In a crisis, you are never offstage. \u003cbr\u003e* Never lie, never whine, and never try to predict the future!\u003c\/p\u003e","brand":"St. Martin's Publishing Group","offers":[{"title":"Default Title","offer_id":47137187430640,"sku":"9781137092229","price":11.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781137092229_p0.jpg?v=1769890796","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781137092229","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}