| Reputation, Not Spin, The Heart of PR |
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By: Doug Bedell |
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 Two PR veterans have published a book that should be helpful in elevating the craft above its "spinmeister" image. Their "Rethinking Reputation" is subtitled "How PR Trumps Marketing and Advertising in the New Media World." It's by Fraser P. Seitel and John Doorley. Reviewer Dante M. Velasco states "When you read this book, you can sense Seitel's and Doorley's respect for the profession of public relations and their realistic grip on how PR has become the main factor for the success of campaigns for products and causes..."
"This book is not only about giving a bad name to 'spin,' as it should," Velasco writes. "It is also about driving your campaign using the force of public relations."
Seitel, Velasco notes, "is the author of the classic 'The Practice of Public Relations,' which is the textbook used in universities worldwide, and is active as a consultant, lecturer, columnist and media commentator. Doorley is the founding academic director of the Master of Science in Public Relations program at New York University and has directed the Academy for Communication Excellence and Leadership at Johnson & Johnson."
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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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