Rethinking Reputation: How PR Trumps Marketing And Advertising in the New Media World
Once just the icing on a good campaign, PR is now at the center of business strategy, and PR expenditures are at an all-time high. Meanwhile, advertising spending is declining. This PR ascendance is unsurprising at 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.
Read original stories on the famous—Johnson & Johnson, Merck, T. Boone Pickens, BP, and ExxonMobil—as well as revelations and surprises from the more obscure. Drawing from pivotal PR moments of recent years, glean the dos and don’ts for the new media world.
People Love This Book
“The central theme of the book is that reputation depends on good behavior and honest communications. As the authors note, at the center must be what academics call identity, or President Lincoln called character—-what one stands for… Doorley and Seitel are brilliant in their critique.”
“A fun and educational discussion of building and protecting a reputation by two leaders in the field of public relations. Lots of practical information for both building a business and living a life.”
“Rethinking Reputation gives a behind the scenes expert analysis of news making PR events and how to restore damaged reputations… It should 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.”
“The authors are good storytellers, with tales of the famous and the obscure. They are especially good at conveying the power of character-based communication.”
- Rudy Giuliani, former mayor of New York City
“By now you know we’re in the middle of a communications revolution with an explosion of new media channels to reach your audience directly and then have your ideas shared in social networks. But most organizations act as if we’re still in the mainstream media era of big expensive campaigns. Rethinking Reputation shows you how to reset your concept of reputation and to navigate this new media world. Beautifully written with compelling real-word examples from companies large and small, Seitel and Doorley show you how to succeed.”
- David Meerman Scott, bestselling author of The New Rules of Marketing and PR, now in over 25 languages from Bulgarian to Vietnamese
Fraser P. Seitel is a public relations consultant, commentator, author, and teacher, whom Larry King called “the man who practically wrote the book on PR.” The author of The Practice of Public Relations, he appears frequently on the Fox News Network and other outlets. Seitel has been public relations advisor to hundreds of companies, foundations, hospitals, and wealthy individuals.
John Doorley is the founding academic director of the Master of Science Degree Program at New York University, which was named the Nation’s #1 Academic Program in Public Relations in 2009 and 2010 by PR Week. Until 2000, he was head of corporate communication at Merck & Co., which was named America’s Most Admired Company (Fortune Magazine) seven of his 12 years in that job. He has co-authored, with Helio Fred Garcia, the major text on Reputation Management, and Doorley built and introduced the world’s first graduate course in that subject at NYU in 2012. He also has a copyrighted process, Comprehensive Reputation Management, that helps firms manage their reputations as an asset.
Latest Video Appearances
December 6, 2012 – 2:59 -
Fraser Seitel and John Doorley talk with Steve Adubato on WNET’s One on One program and share how T. Boone Pickens used communication to build his reputation, support for energy independence, and the Pickens Army.