Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World

摘要

Rethinking Reputation rehashes the public relations versus marketing debate but this time takes into consideration the role of new media and who controls the message. Through a series of fairly current case studies, the authors begin by making the argument that public relations is actually king over marketing and that efforts and budgets should be shifted to support public relations in this "golden age of public relations." The authors even state that "in more and more companies today, essentially for the first time, marketing reports to public relations" (p. 2). Each chapter ends with a list of lessons learned from the case study.