How PR trumps marketing and advertising in the new media world
Fraser P. Seitel and John Doorley; Palgrave Macmillan, 233pp.
The contention is contestable, but the case studies convincing. In an age when social media has less blurred than erased the boundaries between news and opinion, reputation management is no longer independent of product advertising. Then again, marketers can make the same claim. But while all- encompassing communications, rather than any of its sub- disciplines, is what matters, the traditional PR competencies remain essential. The strengths of this book are the examples of good and bad brand, corporate and crisis communications campaigns. The entertaining ones are the shockers, such as how onetime US presidential hopeful John Edwards tried to lie his way out of strife over campaign spending. Or the way BP’s textbook attempt to take responsibility for the Deepwater Horizon disaster was derailed by company chief Tony Hayward’s blunders. The authors have an easy answer to the PR challenge – tell the truth.