Sticks and Stones, Larry Weber, Fachbücher Wirtschaft

Sticks and Stones

How Digital Business Reputations Are Created Over Time and Lost in a Click

Larry Weber

2009, 240 Seiten, Maße: 22,4 x 27,9 cm, Gebunden, Englisch

Wiley & Sons ISBN-10: 0470457384
ISBN-13: 9780470457382

Produkt-Beschreibung zu: Sticks and Stones

The new rules of online reputation building-from PR guru Larry Weber In today's wired world, business reputations are built-and destroyed-online. Social networking, citizen journalism, and instant information have made the consequences of a bad reputation even more devastating than ever. Today, a good reputation online is a company's most valuable corporate asset. Sticks and Stones shows business leaders how to build and maintain reputation equity in the new online environment. Reputation equity is the sum total of the positive impressions that a company or product makes on customers, communities, and stakeholders. In Sticks and Stones, online marketing and PR guru Larry Weber explains how to build reputation equity through online publicity, organizational moral purpose, and strong business relationships. The stronger a company's reputation equity, the easier it will be for that company to overcome negative impressions online-whether they come from news sources, bloggers, or anyone else online. Larry Weber (Boston, MA) is the founder of WeberShandwick, the world's largest PR agency, with 75 offices around the world. He is cofounder and Chairman of the Massachusetts Innovation & Technology Exchange, the world's largest online advocacy organization. He is also the author of Marketing to the Social Web (978-0-470-12417-8), from Wiley.

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Klappentext zu: Sticks and Stones

The new rules of online reputation building-from PR guru Larry Weber

In today's wired world, business reputations are built-and destroyed-online. Social networking, citizen journalism, and instant information have made the consequences of a bad reputation even more devastating than ever. Today, a good reputation online is a company's most valuable corporate asset. Sticks and Stones shows business leaders how to build and maintain reputation equity in the new online environment. Reputation equity is the sum total of the positive impressions that a company or product makes on customers, communities, and stakeholders. In Sticks and Stones, online marketing and PR guru Larry Weber explains how to build reputation equity through online publicity, organizational moral purpose, and strong business relationships. The stronger a company's reputation equity, the easier it will be for that company to overcome negative impressions online-whether they come from news sources, bloggers, or anyone else online.

Larry Weber (Boston, MA) is the founder of WeberShandwick, the world's largest PR agency, with 75 offices around the world. He is cofounder and Chairman of the Massachusetts Innovation & Technology Exchange, the world's largest online advocacy organization. He is also the author of Marketing to the Social Web (978-0-470-12417-8), from Wiley.

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Autoren-Porträt von Larry Weber:

Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation's largest interactive advocate association.

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