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100 1 $aEarl, Steve.
245 10 $aBrand anarchy :$bmanaging corporate reputation /$cSteve Earl and Stephen Waddington.
260 $aLondon :$bBloomsbury,$c2012.
300 $a1 online resource (xvi, 256 pages)
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
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520 $aIn an age of media change, driven by social media and converging conventional media, corporate reputation looks out of control. It used to be straightforward. Brands communicated to their audiences through established media channels, or directly. It was largely one-way traffic. Now the audience is answering back, with opinion transmitted worldwide in the blink of an eye. It's anarchy out there. Featuring exclusive insights and views from opinion-makers and shapers such as Greg Dyke, Alastair Campbell, Mark Thompson and Seth Godin, this book will help cut brand anarchy down to size by explaining how corporate reputation management works today, and how the power of word of mouth is changing; helping readers get to grips with rapid media change and how it will all look in the future; developing brand strategy and planning that stands the test of both editorial dialogue and monologue with audiences; demonstrating how reputational and commercial risk can be assessed and minimised; detailing how firm measurement models for the commercial value of reputation can be established and further developed.
504 $aIncludes bibliographical references and index.
588 0 $aPrint version record.
505 0 $aCover; Title Page; Dedication; Contents; Introduction; Chapter 1 Corporate reputation; Control in far simpler times; Appliance of science; Seeking more than fragile influence; What is PR these days?; The changing editorial world; In pursuit of the science of reputation; Is a best-guess still best?; Judgement days; Gaining command, not seizing control; Chapter 2 Media: traditional versus digital; The decline of print; Broadcast is booming; Changing media habits; The new media; Journalism versus user-generated content; Maintaining standards; Changing media models; What will readers pay for?
505 8 $aNo limits content 'Google charged'; Who are the new newsagents?; The future of media: smaller, leaner and less profitable; Chapter 3 Cutting out the middleman; The wall came down; Does each media type need a different approach?; Finding common ground; Conversation: an art; The daunting scale of conversations; The mighty media mashup; Media everywhere: mobile, static, work and play; Have appetites changed?; They're listening. What now?; A world of influence beyond engagement; Integrated media planning; Chapter 4 The end of spin and the need for authentic communication
505 8 $aNew organisational influence flows Radical transparency; Brandjacking: do you know who I am?; Authentic communication; Propaganda relations; The corporate obsession with press releases and other wire fodder; PR spam; An Inconvenient PR Truth; Searching for answers; The social media press release; Chapter 5 The audience answers back; Why are we baiting?; 'Oh behave!'; The social media bear pit; When conversation takes flight; You're being watched, everywhere; Conversation is also complex; The chatter that matters; Give a little, take a lot?; Chapter 6 On the inside; So who's in charge now?
505 8 $aGetting to grips with changing media Don't underestimate the fascination; Wagging tongues, willing ears; You're a media brand, yes?; Becoming part of the action; And it's happening anyway; Learning by listening; Chapter 7 Monitoring and the management of risk; BP: Brutal Predicament; Making sense of data; Man versus machine; Sentiment analysis and other snake oil; Measure outcomes not outputs; Flawed metrics: reach and readership; Peer metrics; Can crowds really be wise?; Crap detection: verifying Internet sources; Legal process on the Internet; Protecting identity in networks
505 8 $aChapter 8 Measuring reputation Making it count; Data with destiny; Does it really do that?; The search goes on; What is the public relations industry doing?; Death of Advertising Value Equivalent (AVE); The business of influence; If not reputation, what about influence?; Life in the P Once you've measured, what then?; Chapter 9 Participation: the future of organisational communication; Back to the street; Searching for answers; Social relationship management; Social media and communication in a crisis; Brands as media; Bridges don't talk; people do; Participation; Developing communities
546 $aEnglish.
650 0 $aCorporate image.
650 6 $aEntreprises$xImage.
650 7 $acorporate image.$2aat
650 7 $aBUSINESS & ECONOMICS$xPublic Relations.$2bisacsh
650 7 $aCorporate image.$2fast$0(OCoLC)fst00879659
655 0 $aElectronic books.
655 4 $aElectronic books.
700 1 $aWaddington, Stephen.
776 08 $iPrint version:$aEarl, Steve.$tBrand anarchy.$dLondon : Bloomsbury, 2012$z9781408157220$w(OCoLC)781385800
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