LEADER 05576nam 2200733 a 450 001 9910461602203321 005 20211005100033.0 010 $a1-283-47938-9 010 $a9786613479389 010 $a1-4081-5971-6 010 $a1-4081-5969-4 035 $a(CKB)2670000000148670 035 $a(EBL)863153 035 $a(OCoLC)782877294 035 $a(SSID)ssj0000632824 035 $a(PQKBManifestationID)11389679 035 $a(PQKBTitleCode)TC0000632824 035 $a(PQKBWorkID)10616533 035 $a(PQKB)11569421 035 $a(MiAaPQ)EBC863153 035 $a(Au-PeEL)EBL863153 035 $a(CaPaEBR)ebr10535519 035 $a(CaONFJC)MIL347938 035 $a(MiAaPQ)EBC3003172 035 $a(MiAaPQ)EBC6163154 035 $a(Au-PeEL)EBL3003172 035 $a(OCoLC)780141133 035 $a(EXLCZ)992670000000148670 100 $a20120307d2012 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aBrand anarchy$b[electronic resource] $emanaging corporate reputation /$fSteve Earl and Stephen Waddington 210 $aLondon $cBloomsbury Pub.$d2012 215 $a1 online resource (290 p.) 300 $aDescription based upon print version of record. 311 $a1-4081-5722-5 320 $aIncludes bibliographical references and index. 327 $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? 327 $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 327 $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? 327 $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 327 $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&L; 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 327 $aDeveloping a social media strategy 330 $aAs the media landscape looks increasingly diverse and anarchic, individuals, organisations and governments should not waste time wondering whether they have lost control of their reputations. The simple fact is that they have never had control. The question is what they can do about it now, and what they need to consider for the future. The fragmentation of media and the rise of social media has brought brand and personal reputational risk into sharp focus like never before. Disaffected shareholders, customers and staff are voicing their opinions to a global internet audience. In a brand conte 606 $aBrand name products 606 $aProduct management 606 $aCorporate image 608 $aElectronic books. 615 0$aBrand name products. 615 0$aProduct management. 615 0$aCorporate image. 676 $a659.2 700 $aEarl$b Steve$01026296 701 $aWaddington$b Stephen$0906318 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910461602203321 996 $aBrand anarchy$92441136 997 $aUNINA