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Acknowledgments vii
The Authors ix
Introduction: It All Started with Moses 1
Part I How to Build Reputation
1 The Power of Relationships 13
The Magic Slippers and the Exterminator
2 The Power of Publicity 29
Penicillin for the Soul: The Best Publicity Story Ever Told
3 The Power of Your Personal or Company Brand 47
P. Roy Vagelos, Maverick-Lessons in Leadership and Communication
4 The Power of Planning 69
Energy Man with a Plan No Matter the Goal, Every Person and Business Needs One
5 The Power of Reputation 91
How the Pros at J&J Do It, In Good Times and Bad
Part II How to Protect Reputation
6 Control the Agenda 111
What Kobe Bryant Knew that Weiner, Edwards, Clemens, McGwire and Tiger Didn't
7 Take Either Road-Just Stick to It 137
How Hewlett-Packard Went High, Dominique Strauss-Kahn Went Low, and They Both Won
8 Stick to the Script 161
Crisis Management and Mismanagement How BP Became "Battered Petroleum"
9 The Sin of Spin 185
Renouncing the Clinton Legacy and Embracing the "Volcker Rule"
10 Rethinking Reputation 203
How the Most Unlikely Company Went "Straight" to Change Its Image and Recapture Credibility
Bibliography 227
Index 231
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Add Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World, Once 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 , Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World to the inventory that you are selling on WonderClubX
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Add Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World, Once 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 , Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World to your collection on WonderClub |