Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World
by Fraser P. Seitel and John Doorley
This book gets off to a weak start. Chapter one is not about reputation management. It’s about how a couple of NYU students launched a shoe company on a shoestring budget. (Hint: Find a patent attorney who will work for you without charge.) Chapters three and five sound like they could have been written by publicists for Merck and Johnson & Johnson. In fact, coauthor John Doorley has held positions at both firms (and he teaches at NYU). The chapter on T. Boone Pickens’ energy independence campaign states that he spent $100 million “with more than half focused on paid media.” That seems to undermine premise of the subtitle. Continue reading “Rethinking Reputation”
The Key Point 