Brand Anarchy: PRCA members explore the future of reputation in new book

Brand Anarchy, the new PR book by Speed’s Steve Earl and Stephen Waddington, is a bold attempt to deconstruct the media in all its forms and show what it means for the future of reputation. Published by Bloomsbury, the two PRCA members’ first book has gone straight into the bestseller lists.

As the media landscape looks increasingly diverse and anarchic, individuals, organisations and governments should not waste time wondering whether they have lost control of their reputations. The simple fact is that they have never had control.

The question is what they can do about it now, and what they need to consider for the future. The fragmentation of media and the rise of social media has brought brand and personal reputational risk into sharp focus like never before.

Disaffected shareholders, customers and staff are voicing their opinions to a global internet audience. In a brand context it is reputation anarchy.
Brand Anarchy investigates the response from organisations that have faced recent attacks on their reputation such as BP, Research in Motion and Toyota, to discover lessons for the future of reputation.

Earl and Waddington draw on insight from media and PR opinion-makers and shapers such as Greg Dyke, Alastair Campbell, Seth Godin, David Cushman and the PRCA’s own Francis Ingham to explore how reputations can be better managed and the new challenges that the future of media may bring.

The public relations industry’s obsession with media relations as a route to an audience is an issue that Earl and Waddington return to throughout the book. Social media and digital forms of communication allow practitioners to return the industry to its roots and engage with audiences directly.

The pair claim that there has arguably never been a more exciting time to work in the PR industry as its faces its biggest upheaval in its history. But practitioners must get to grips with all forms of media and new skills if they want to have a future in the industry.

Therein lies the stark conclusion of Brand Anarchy. It’s a plain-speaking, shrewd book that pulls no punches. A survival guide for anyone concerned about what others think or say about them.

Click here to buy a copy of Brand Anarchy.

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