How: Why How We Do Anything Means Everything…in Business (and in Life)
by Dov Seidman
The book is about ethics and reputation, value-based cultures vs. rule-based cultures, and as the author likes to say, “getting your hows right.” There are some valuable messages in the book.
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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.
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The Key Point 