PR just got more interesting,
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This review is from: Brand Anarchy: Managing Corporate Reputation (Paperback)
The two Stephens have opened up a can of worms here. At a time when most corporate comms departments are still trying to work out how to keep mainstream journalists sweet, Brand Anarchy reveals that they are already behind the times. Effective use of social media is no panacea to corporate reputation builders but it sure is an integral part of the picture. Waddington and Earl show in well crafted chapters that, while you cannot control an organisation's reputation, you can impact it positively if you fully engage your audiences through effective communications. One of the keys they reveal to possibly apprehensive readers is that the internet and the proliferation of digital platforms are automating many of the tools to measure reputation. And many of them (don't tell the big PR software houses) are free. For anyone seeking to cope with the challenges of a rapidly changing corporate communications environment, this book provides an introduction that will stimulate, illuminate and comfort in about equal measure.