{"product_id":"book-amuw","title":"Rethinking Reputation","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 Rethinking Reputation, 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.These new media lessons include:*Remember that research is cheaper, and more critical, than ever.*Don't let the perfect be the enemy of the good-launch your idea before someone else does.*Don't get so excited about social media that you forget about traditional media.*In a crisis, you are never offstage.*Never lie, never whine, and never try to predict the future!","brand":"Ascent Audio","offers":[{"title":"Audiobook","offer_id":49389725483312,"sku":"BDamuw","price":29.98,"currency_code":"USD","in_stock":true},{"title":"Audio CD","offer_id":49389725516080,"sku":"ZEamuw","price":39.99,"currency_code":"USD","in_stock":true},{"title":"Audio MP3-CD","offer_id":49389725548848,"sku":"ZMamuw","price":45.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0879\/2784\/9264\/files\/amuw-Square-cover.jpg?v=1778635164","url":"https:\/\/downpour.com\/products\/book-amuw","provider":"Downpour","version":"1.0","type":"link"}