Now Is Too Late: Survival in an Era of Instant News

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9780130461391: Now Is Too Late: Survival in an Era of Instant News
From the Back Cover:

Whoever you are, whatever institution or corporation you represent, your reputation can be destroyed instantly. Feeding frenzies like Enron, Andersen, and Firestone/Ford point to a new "post-media" world where traditional crisis management is no longer enough. In this new world, attacks can come from anywhere, at any time-and your key constituents expect direct answers, straight from you, without traditional journalistic intermediaries.

In Now Is Too Late, Gerald R. Baron shows executives and PR professionals precisely how the rules have changed: Why public discourse has turned so ugly and why you're probably wearing the black hat-maybe even if you haven't done anything wrong. More important, he offers a complete roadmap for defending yourself, beginning with effective actions you must take now, before you're under attack!

* Beyond the media: the new world of instant, unmediated news Your new audiences: They want it straight, and they want it now * When opponents grab the microphone Why you're becoming an even juicier target-and what you can do about it * Building "reputation equity" while there's still time How to start banking credibility now, so it'll be there when you need it * 11 reasons yesterday's crisis management techniques no longer work And specific solutions you can start implementing right now * Leveraging technology to regain the initiative Bringing the Web and email to the heart of your crisis communications plan * Surviving the maelstrom—and recovering your reputation Clear thinking and effective strategies for managing crises—and their aftermath

What to do when the media hits the fan....

  • You're a target. Here's how to defend yourself!
  • Communicate directly with your stakeholders—and help them believe you
  • Build your crisis management plans for the future, not the past
  • Prepare your entire organization to act effectively before, during, and after the crisis

Now your reputation can be attacked by anyone, anywhere, at any time, day or night—and if you try to fight 21st-century battles with 20th-century tactics, you're dead. It's a new "post-media" world. You need a new blueprint for crisis management communications that reflects your constituents' demands for unprecedented speed, directness, and accuracy.

In Now Is Too Late, Gerald R. Baron shows how to build response mechanisms that take full advantage of the Web and email, and can spring into effective action in a heartbeat. You'll learn how to build "reputation equity" that'll be there when you need it most, how to survive crises through clear thinking and careful strategy, and what to do after the crisis to recover and strengthen your reputation.

You have more adversaries and more risk factors than ever before—but you also have new technologies and allies. Now Is Too Late shows how to mobilize your advantages, regain the initiative, and come away stronger than ever!

" Gerald Baron's new book is a must-read by Academe, voters, news consumers, marketers, business leaders, and politicians. Baron provides a cogent, insightful snapshot of today's media landscape. Ignore this book's lessons at your own peril-McLuhan's Global Village is here to stay, and how!"

—Tim O'Leary,
Manager, Media and External Affairs,
Shell Oil Company

" Having lived in Europe at the time of the Erika oil spill off the coast of France, as well as the Concorde crash outside of Paris, and then returning to the U.S. just prior to the September 11 disaster—all this within just two years—there's no doubt that my personal life has been impacted by 'real time' news distribution. But as Executive Vice President of a global communications agency, my professional impact is even greater—as clientsare forever in a heightened state of paranoia about whether they, but more so their global customers, can survive the fury of being heard amidst a world in turmoil. Gerald Baron eloquently captures the essence of this dilemma in Now Is Too Late , and through thoughtful analysis, he provides a clear vision of how communicators can strategically plan for, and effectively manage, '24/7' soundbyte streams. A must-read for anyone in the media delivery business ... a should-read for those on the receiving end!"

—Barron T. Evans, Chicago

" Suffice it to say that I'd like to reprint most of Now Is Too Late in my newsletter. But they won't let me. So you'll have to buy it."

—Jonathan Bernstein,
Editor/Publisher, "Crisis Manager" EzinePresident & CEO,
Bernstein Communications, Inc.

" Gerald Baron takes his readers to the front lines of crisis management in public relations. This useful book will help executives, PR professionals, entrepreneurs, and anyone who wants to know how to better navigate a changing media environment."

—Jon Talton,
business columnist,
The Arizona Republic

" Gerald Baron has authored an absolutely essential guide for understanding and surviving the 'Instant News World.' This book is essential for any executive or communications leader wishing to protect the reputation of their products and organizations."

—Kevin G. Sawatsky,
Dean,
the School of Business at Trinity Western University

About the Author:

GERALD R. BARON is the president and founder of Baron & Company, the leading full-service marketing and public relations firm in Northwest Washington. Baron created the PIER System, the only completely integrated Internet-based communication management system for crisis communications, issue management, and ongoing press and public information management.

A frequent speaker at national and regional conferences, he has served as a strategic and marketing consultant, corporate communications director, publisher, college professor, and entrepreneur. He is the author of three books on business and marketing, including Friendship Marketing.

"About this title" may belong to another edition of this title.

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