{"product_id":"9781137278708","title":"Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World","description":"\u003cp\u003eOnce just the icing on a good campaign, PR is now the lynchpin of any reputation management strategy. Little wonder, in a time when even minor gaffes can ruin the careers of politicians, celebrities, athletes and high-flying CEOs - and a single well-placed endorsement can launch an unknown startup into the stratosphere. In \u003ci\u003eRethinking Reputation\u003c\/i\u003e, public relations gurus Fraser Seitel and John Doorley examine the pivotal PR moments of recent years - including the BP oil spill and the 2012 Republican primaries - to glean the dos and don'ts for the new media world. They show everyone from mom-and-pop shops to Fortune 500 companies how to wield the power of word-of-mouth, relationships, and publicity to maximize coverage and minimize harm. In between, they illustrate the character-based communication strategies that have bulletproofed countless businesses - and how you can use them too.\u003c\/p\u003e","brand":"St. Martin's Press","offers":[{"title":"Default Title","offer_id":47023365521648,"sku":"9781137278708","price":17.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781137278708_p0.jpg?v=1763759210","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781137278708","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}