Do the Right Thing

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  • Format: Paperback
  • Copyright: 2009-04-01
  • Publisher: Capital Books Inc
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In the current climate of mistrust people are not just tired of cute advertising and glib PR spin; they are openly hostile. People have grown disillusioned and distrustful ''and if people don't trust you, it is very difficult for them to hear what you are saying. You can't buy credibility or invent it overnight. You have to earn it. You have to establish your reputation carefully and over time. In Do the Right Thing, public relations professional Jim Hoggan has boiled the best lessons of an award-winning career into 200 readable and practical tips on how to make yourself understood in a noisy and confusing world, and especially how to gain and maintain public trust''not with press releases and spin, but by doing the right thing. This is 'œnews you can use,' a collection of easy-access advice outlining techniques have proven 'œright' for Hoggan clients and will work for you in framing your message, courting media coverage, building a good media relationship, communicating in crisis, planning for crisis management, communicating with investors, using social media to move your message from confrontation to conversation, making the most of every presentation, knowing your audience, recruiting friends and influencing critics, and communicating with your employees. For those who want to dig deeper into the public relations strategies, Do the Right Thingdelves into some worrying research and case studies on how ' and how badly ' the PR industry has lost the public's trust. It then looks at the emergence, and the importance, of social media and at the best current research on communications strategies including storytelling, framing, dialogue and persuasion. Do the Right Thingis a book for everyone who cares about his or her reputation, personal or corporate. It's a guide for every person or company that cares about communicating credibly with a larger audience. The tips, techniques and tactics, developed over three decades, are as useful, as effective, and, especially, as concise as possible. Read it knowing that Jim's own PR reputation is built on performance. He has shown time and again that if you want employee loyalty, consumer trust, and a degree of public regard, you have to earn it, nurture it and maintain it.

Author Biography

James Hoggan is the founder and president of Hoggan Associates (www.hoggan.com), one of the most successful public relations firms in Canada and winner of the 2003 Silver Anvil Award for Excellence in Crisis Communications, Business. Richard Littlemore is the Senior Writer and Strategist at Hoggan Associates and the Editor-in-Chief of the award-winning DeSmogBlog.

Table of Contents

Forewordp. ix
Prefacep. xi
Acknowledgmentsp. xv
Strategy: The Basics, the Background, and the Big Ideas
Finding the Right Thing to Do
A User's Guide to Public Relations Successp. 3
Darth Vader PR
The Lure of the Dark Sidep. 15
The Social Media Revolution
Wedging Open a Window to the Worldp. 35
Once Upon a Time
The Universal Appeal of Storytellingp. 49
Rewriting Reality
How Framing an Issue Can Help (or Hinder) Communicationsp. 67
Successful Conversations, Even Public Conversations, Have to Go Two Waysp. 77
Getting Your Way
Six Principles of Persuasion (and the Reasons You Should Use Them Carefully)p. 87
The Capers Caper
A Crisis Case Study, Featuring Research, Recovery and Grace Under Pressurep. 97
Tactics: Hands-On Tips for Everyday Success
Communicating Well
Things Everyone Should Knowp. 107
Framing the Message
Getting People to Think about Your Issue, Your Wayp. 113
Courting Media Coverage
Flirting with the Grizzlyp. 117
Building a Good Media Relationship
Living with the Grizzlyp. 125
Social Media
Moving from Confrontation to Conversation in an Age Redefined by the Internetp. 131
Communicating in Crisis
Keeping Your Head, and Your Reputationp. 135
Crisis Planning
Preventing What Is Preventable; Preparing for Everything Elsep. 143
Investor Communications
Sharing with Your Shareholdersp. 147
Environmental Communications
Building Healthy Relationships in a Sustainable Worldp. 155
Public Speaking
Making the Most of Every Presentationp. 159
Know Your Audience, and Know Yourselfp. 167
Public Consultation
Recruiting Friends and Influencing Criticsp. 171
Employee Communications
Staying in Touch with Your Most Important Audiencep. 177
About the Authorsp. 181
Table of Contents provided by Ingram. All Rights Reserved.

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