Brand anarchy: managing corporate reputation
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Bloomsbury
2012
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 256 S. graph. Darst. 20 cm |
| ISBN: | 9781408157220 1408157225 |
Internformat
MARC
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|---|---|---|---|
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| 003 | DE-604 | ||
| 005 | 20120829 | ||
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| 008 | 120813s2012 d||| |||| 00||| eng d | ||
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| 020 | |a 1408157225 |c (pbk.) £12.99 |9 1-4081-5722-5 | ||
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| 100 | 1 | |a Earl, Steve |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Brand anarchy |b managing corporate reputation |c Steve Earl and Stephen Waddington |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London [u.a.] |b Bloomsbury |c 2012 | |
| 300 | |a XVI, 256 S. |b graph. Darst. |c 20 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 653 | |a Corporate image | ||
| 700 | 1 | |a Waddington, Stephen |e Verfasser |4 aut | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-025216699 | ||
Datensatz im Suchindex
| _version_ | 1804149408674086912 |
|---|---|
| adam_text | Titel: Brand anarchy
Autor: Earl, Steve
Jahr: 2012
CONTENTS
About the authors xi
Acknowledgements xiv
Introduction xv
1. Corporate reputation 3
Control in far simpler times 4
Appliance of science 5
Seeking more than fragile influence 8
What is PR these days? 9
The changing editorial world 11
In pursuit of the science of reputation 12
Is a best-guess still best? 14
Judgement days 17
Gaining command, not seizing control 20
2. Media: traditional versus digital 29
The decline of print 29
Broadcast is booming 32
Changing media habits 33
The new media 35
Journalism versus user-generated content 39
Maintaining standards 41
Changing media models 43
What will readers pay for? 44
No limits content 46
Google charged 48
Who are the new newsagents? 48
The future of media: smaller, leaner and
less profitable 50
Cutting out the middleman 55
The wall came down 57
Does each media type need a different approach? 59
Finding common ground 63
Conversation: an art °64
The daunting scale of conversations 66
The mighty media mashup 67
Media everywhere: mobile, static, work and play 70
Have appetites changed? 74
They re listening. What now? 76
A world of influence beyond engagement 80
Integrated media planning 81
87
90
The end of spin and the need for authentic
communication
New organisational influence flows
Radical transparency 92
Brandjacking: do you know who I am? 93
Authentic communication 95
Propaganda relations 96
The corporate obsession with press releases and
other wire fodder 99
PR spam 100
An Inconvenient PR Truth 102
Searching for answers 104
The social media press release 107
The audience answers back 113
Why are we baiting? 115
Oh behave! 116
The social media bear pit 118
When conversation takes flight 120
You re being watched, everywhere 121
Conversation is also complex 123
The chatter that matters 125
Give a little, take a lot? 127
6. On the inside 131
So who s in charge now? 134
Getting to grips with changing media 135
Don t underestimate the fascination 138
Wagging tongues, willing ears 139
You re a media brand, yes? 142
Becoming part of the action 144
And it s happening anyway 145
Learning by listening 146
7. Monitoring and the management of risk 153
BP: Brutal Predicament 155
Making sense of data 158
Man versus machine 159
Sentiment analysis and other snake oil 161
Measure outcomes not outputs 162
Flawed metrics: reach and readership 164
Peer metrics 165
Can crowds really be wise? 166
Crap detection: verifying Internet sources 168
Legal process on the Internet 170
Protecting identity in networks 172
8. Measuring reputation 177
Making it count 178
Data with destiny 180
Does it really do that? 181
The search goes on 182
What is the public relations industry doing? 184
Death of Advertising Value Equivalent (AVE) 185
The business of influence 187
If not reputation, what about influence? 190
Life in the P L 192
Once you ve measured, what then? 195
9. Participation: the future of organisational
communication 201
Back to the street 202
Searching for answers 204
Social relationship management 207
Social media and communication in a crisis 209
Brands as media 212
Bridges don t talk; people do 214
Participation 215
Developing communities 215
Developing a social media strategy 216
The shift to open business 217
10. Reskilling for the future 225
The big modernisation challenge 225
Communication skills for the future 227
Professional development rethink 230
Getting ahead 233
Building a network online 235
Personal reputation 237
Blogs as a personal brand voice 240
Beyond engagement: participation 242
Index 247
|
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| dewey-full | 659.2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.2 |
| dewey-search | 659.2 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-07-10T00:22:30Z |
| institution | BVB |
| isbn | 9781408157220 1408157225 |
| language | English |
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| spelling | Earl, Steve Verfasser aut Brand anarchy managing corporate reputation Steve Earl and Stephen Waddington 1. publ. London [u.a.] Bloomsbury 2012 XVI, 256 S. graph. Darst. 20 cm txt rdacontent n rdamedia nc rdacarrier Corporate image Waddington, Stephen Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025216699&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Earl, Steve Waddington, Stephen Brand anarchy managing corporate reputation |
| title | Brand anarchy managing corporate reputation |
| title_auth | Brand anarchy managing corporate reputation |
| title_exact_search | Brand anarchy managing corporate reputation |
| title_full | Brand anarchy managing corporate reputation Steve Earl and Stephen Waddington |
| title_fullStr | Brand anarchy managing corporate reputation Steve Earl and Stephen Waddington |
| title_full_unstemmed | Brand anarchy managing corporate reputation Steve Earl and Stephen Waddington |
| title_short | Brand anarchy |
| title_sort | brand anarchy managing corporate reputation |
| title_sub | managing corporate reputation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025216699&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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