Magazine article Online

Total Exposure: Controlling Your Company's Image in the Glare of the Business Media Explosion

Magazine article Online

Total Exposure: Controlling Your Company's Image in the Glare of the Business Media Explosion

Article excerpt

Total Exposure: Controlling Your Company's Image in the Glare of the Business Media Explosion

by Gustav Carlson

ISBN: 0-8144-0484-7 Published: 2000 Pages: 225; hardcover Price: $27.95

Available from: Available from AMACOM, American Management Association, 1601 Broadway, New York, NY 10019; 212/9038315; http://www.amanet.org.

Do you know the difference between marketing and public relations? The contrast between eBrands and this book is striking. While name recognition is key in brand marketing, getting your message across in the appropriate way and time is the focus of this book.

The author draws upon many examples of media expose (such as the Intel Pentium chip, the TWA crash, etc.) to point out why you need to have a media strategy within your organization. The first part of the book highlights the difference in media today-the speed of breaking a story, 24/7 news, and a low level of reporter talent and ethics-from the more respected institution of the past. This is to heighten your awareness of just how quickly things can go wrong.

The second part of the book is more practical. …

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