Good public relations is no longer just icingâ€”itâ€™s a strategic imperative more important to your competitive success than even advertising or marketing. This is true whether youâ€™re a century-old multibillion-dollar corporation or a penniless startup. In Rethinking Reputation, public relations guru Fraser Seitel and John Doorley, founder of the Academy for Communication Excellence and Leadership at Johnson & Johnson, examine a fascinating new set of case studiesâ€”including the BP oil spill and the launch of CitySlipsâ€”to glean the PR dos and donâ€™ts for the new media world, covering both standard reputation maintenance and crisis management. They also show start-up companies and entrenched organizations how to use the power of word-of-mouth to jump-start business like never before. This is a wake-up call from two industry legendsâ€”for public relations professionals as well as entrepreneurs, CEOs, and anyone else tasked with representing their organization to the world. These new media lessons include: *Remember that research is cheaper, and more critical, than ever. *Donâ€™t let the perfect be the enemy of the goodâ€”launch your idea before someone else does. *Donâ€™t get so excited about social media that you forget about traditional media. *In a crisis, you are never offstage. *Never lie, never whine, and never try to predict the future!