{"product_id":"rethinking-reputation","title":"Rethinking Reputation","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 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 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":"Palgrave Macmillan","offers":[{"title":"Default Title","offer_id":42971666120870,"sku":"9781137278708","price":17.9,"currency_code":"MYR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0443\/8471\/4918\/products\/rethinking-reputation-9781137278708-3543506386988.jpg?v=1656034439","url":"https:\/\/bookxcess.myshopify.com\/products\/rethinking-reputation","provider":"Staging Site ","version":"1.0","type":"link"}