Fraser Seitel's Books

Rethinking Reputation

How PR Trumps Marketing and Advertising in the New Media World

By: Fraser P. Seitel,John Doorley

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Rethinking Reputation

How PR Trumps Marketing and Advertising in the New Media World

By: Fraser P. Seitel,John Doorley

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 & 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!

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Page Count

249

Publisher

St. Martin's Press

Published Date

ISBN 10

113709222X

ISBN 13

9781137092229

IdeaWise

How to Transform Your Ideas into Tomorrow's Innovations

By: Steve Rivkin,Fraser Seitel

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IdeaWise

How to Transform Your Ideas into Tomorrow's Innovations

By: Steve Rivkin,Fraser Seitel

Innovation ist für moderne Unternehmen überlebenswichtig. In diesem Buch zeigen die Autoren dem Leser, wie Innovation aus bekannten Ideen erwächst, die auf geniale Weise in neue Produkte und Unternehmenslösungen umgewandelt werden. Anhand von Beispielen werden verschiedene Methoden zur Innovation genauer untersucht. Erläutert werden u.a. der Ersatz von Materialien, Bestandteilen oder Erscheinungsmerkmalen (auf diese Weise wurde Shakespeares 'Romeo und Julia' zur 'West Side Story'); die Kombination mit einem bestehenden Produkt (z.B. Pflaster mit antibiotischer Salbenauflage); die Anpassung (Sony hat z.B. das Walkman-Konzept überarbeitet und auf dieser Basis den Watchman TV und Discman CD entworfen); das Vergrößern oder Verkleinern (McDonalds und Pizza Hut haben z.B. ihre Restaurantfläche in überfüllten Airport Terminals entsprechend verkleinert); neue Verwendungsmöglichkeiten für ein bestehendes Produkt (so kommt Backpulver als Kühlschrankdeo oder als Weissmacher in der Zahnpasta zu neuen Ehren); der Verzicht auf gängige Methoden (Saturn verzichtet neuerdings auf aufdringliche Verkäuferteams und erleichtert dem Kunden so den Autokauf). Wie werden aus cleveren Ideen innovative Produkte von morgen? "IdeaWise" beantwortet diese Frage erschöpfend, verständlich und praxisnah. Geschrieben von führenden Experten mit langjähriger Praxiserfahrung.

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Page Count

241

Publisher

John Wiley & Sons

Published Date

ISBN 10

0471218510

ISBN 13

9780471218517

The Making of a Name

The Inside Story of the Brands We Buy

By: Steve Rivkin,Fraser Sutherland

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The Making of a Name

The Inside Story of the Brands We Buy

By: Steve Rivkin,Fraser Sutherland

In this insightful look at brand names, the authors explain how they differ from other names and how they can spell the difference between bankruptcy and marketplace triumph.

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Page Count

286

Publisher

Oxford : Oxford University Press

Published Date

ISBN 10

0195168720

ISBN 13

9780195168723

Rethinking Reputation

How PR Trumps Marketing and Advertising in the New Media World

By: Fraser P. Seitel,John Doorley

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Rethinking Reputation

How PR Trumps Marketing and Advertising in the New Media World

By: Fraser P. Seitel,John Doorley

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 & 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!

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Page Count

249

Publisher

Macmillan

Published Date

ISBN 10

023033833X

ISBN 13

9780230338333

Practice of Public Relatons, The, Global Edition

By: Fraser P. Seitel

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Practice of Public Relatons, The, Global Edition

By: Fraser P. Seitel

For courses in public relations. Prepares Students for Public Relations Work with an Emphasis on Ethics and Contemporary, Real-world Applications Featuring an intensely practical approach that favors reasoning, justification, and applications that work, The Practice of Public Relations prepares students for contemporary public relations work in the changing landscape of the 21st century. Fraser Seitel’s writing combines a contemporary, real-life approach that marries his experience in the field with a light-hearted, energetic prose style. This edition has been thoroughly updated to include recent public relations cases with a continued emphasis on ethics, using examples that span several fields and countries. Building on the successes of the previous edition, this text remains the most visual text on the market, as well as the most comprehensive in its discussion of social media as it relates to public relations. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

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Page Count

465

Publisher

Pearson Higher Ed

Published Date

ISBN 10

129216011X

ISBN 13

9781292160115

IdeaWise

How to Transform Your Ideas into Tomorrow's Innovations

By: Steve Rivkin,Fraser Seitel

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IdeaWise

How to Transform Your Ideas into Tomorrow's Innovations

By: Steve Rivkin,Fraser Seitel

Average ratings

N/A

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Solve jigsaw puzzle

Age

Page Count

241

Publisher

John Wiley & Sons

Published Date

ISBN 10

0471218510

ISBN 13

9780471218517

Book's by Fraser Seitel

Rethinking Reputation

Rethinking Reputation

IdeaWise

IdeaWise

The Making of a Name

The Making of a Name

Rethinking Reputation

Rethinking Reputation

Practice of Public Relatons, The, Global Edition

Practice of Public Relatons, The, Global Edition

IdeaWise

IdeaWise

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