{"product_id":"rethinking-reputation-how-pr-trumps-marketing-and-advertising-in-the-new-media-world-9781137278708","title":"Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cstrong\u003eRethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World\u003c\/strong\u003e by Doorley, John. paperback edition. ISBN: 9781137278708.\u003c\/p\u003e\n\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 Rethinking Reputation, 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 donts 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\n\u003c\/div\u003e","brand":"St. Martin's Griffin","offers":[{"title":"Default Title","offer_id":44959041126453,"sku":"ByrdShop_1137278706","price":27.2,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9781137278708_9fd1726e-8b41-440b-8a17-f5ef94750b90.jpg?v=1778937465","url":"https:\/\/atxbooks.com\/products\/rethinking-reputation-how-pr-trumps-marketing-and-advertising-in-the-new-media-world-9781137278708","provider":"ATX Books","version":"1.0","type":"link"}