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Practice of Public Relations, The, 9/E
Fraser P. Seitel

ISBN-10: 0131020250
ISBN-13:  9780131020252

Publisher:  Prentice Hall
Copyright:  2004
Format:  Cloth; 608 pp
Published:  07/31/2003


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Description

For courses in Introduction to Public Relations and Public Relations Practice, offered by Communications, Marketing, or Journalism departments.

Unlike other PR texts that steer clear of high profile real-life cases, the ethical challenges, the "how to" counsel, and the public relations conundrums that encourage students to think, this up-to-the-minute book prepares students to deal with a full range of situations—and to arrive at effective, ethical solutions. This is an “in-your-face” textbook for an “in-your-face” profession.


Features

  • NEW - The only PR book that includes contemporary interviews with today's headline maker's—Examples include

    • Gov. Jesse Ventura

    • Rudy Giuliani's PR Director, Sunny Mindel

    • United National Nations Director, Shashi Tharoor

    • National Black Public Relations Association President, Pat Tobin

    • White House Press Secretary, Ari Fleischer.

  • NEW - The only PR book that has up-to-the-minute real-world cases—Examples include

    • Columbia Space Shuttle

    • The U.S. image and the War on Terrorism

    • Rudy Giuliani and 9/11

    • Gary Condit, Trent Lott, and more.

  • NEW - Bolstered preparation & process emphasis (Part II), particularly in Chapters 3-5.

    • Includes coverage of the theories of Grunig, Hunt, Jackson and Rogers.

    • Helps students develop theoretical knowledge and process skills that are becoming increasingly important in the field.

  • NEW - Two new mini-chapters on Investor Relations (Ch 15) and International Public Relations (Ch 16).

    • Shows students the importance of understanding the "bottom line" and the growing importance of PR around the world.

  • NEW - Greater inclusion of minority and female practitioners.

    • Shows students the diversity of the field and gives them an in-depth view of areas to which future professionals must be sensitive.

  • NEW - Engaging hypothetical cases—Based on real-life situations.

    • Cases on sex discrimination, employee relations, pitching exclusives, Internet monitoring, and speechwriting, test students' creativity and helps them develop creative thinking skills.


New To This Edition

  • The only PR book that includes contemporary interviews with today's headline maker's—Examples include

    • Gov. Jesse Ventura

    • Rudy Giuliani's PR Director, Sunny Mindel

    • United National Nations Director, Shashi Tharoor

    • National Black Public Relations Association President, Pat Tobin

    • White House Press Secretary, Ari Fleischer.

  • The only PR book that has up-to-the-minute real-world cases—Examples include

    • Columbia Space Shuttle

    • The U.S. image and the War on Terrorism

    • Rudy Giuliani and 9/11

    • Gary Condit, Trent Lott, and more.

  • Bolstered preparation & process emphasis (Part II), particularly in Chapters 3-5.

    • Includes coverage of the theories of Grunig, Hunt, Jackson and Rogers.

    • Helps students develop theoretical knowledge and process skills that are becoming increasingly important in the field.

  • Two new mini-chapters on Investor Relations (Ch 15) and International Public Relations (Ch 16).

    • Shows students the importance of understanding the "bottom line" and the growing importance of PR around the world.

  • Greater inclusion of minority and female practitioners.

    • Shows students the diversity of the field and gives them an in-depth view of areas to which future professionals must be sensitive.

  • Engaging hypothetical cases—Based on real-life situations.

    • Cases on sex discrimination, employee relations, pitching exclusives, Internet monitoring, and speechwriting, test students' creativity and helps them develop creative thinking skills.


Table of Contents

I. EVOLUTION.

1. What Is Public Relations?

2. Growth of Public Relations.

II. PREPARATION/PROCESS.

3. Communication.

4. Management.

5. Public Opinion.

6. Ethics.

7. Law.

8. Research.

III. THE PUBLICS.

9. Print Media Relations.

10. Electronic Media Relations.

11. Employee Relations.

12. Multicultural Community Relations.

13. Government Relations.

14. Consumer Relations.

15. Investor Relations.

16. International Relations.

IV. EXECUTION.

17. Writing.

18. Writing for Eye and Ear.

19. PR and the Internet.

20. Integrated Marketing.

21. Crisis Management.

V. THE FUTURE.

22. The Golden Age.


Next Edition(s)

  • Practice of Public Relations, The, 11/E
    Seitel
    ©2011  |  Prentice Hall  |  Paper; 480 pp  |  Instock
    ISBN-10: 0136088902  |  ISBN-13: 9780136088905
    Brief Description  |  More Info



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Author Bios

Fraser E. Seitel is a veteran of more than three decades in the practice of public relations. In 2000, PR Week magazine named Mr. Seitel one of the "100 Most Distinguished Public Relations Professionals of the 20th Century."

In 1992, after serving for a decade as senior vice president and director of public affairs for Chase Manhattan Bank, Mr. Seitel formed Emerald Partners, a management and communications consultancy, and also became senior counselor at the world's largest public affairs firm, Burson-Marsteller.

Mr. Seitel is a frequent contributor to cable television. Among other programs, he has appeared on Fox News Channel's The O'Reilly Factor, Fox and Friends, Rivera Live, Fox Weekend, and On the Record with Greta Van Susteren; MSNBC's The News with Brian Williams and Nachman; CNBC's Wall Street Journal Report; and CNN's Connie Chung Tonight, Inside Politics, and Larry King Live.

Mr. Seitel has counseled hundreds of corporations, nonprofits, associations, and individuals in the area for which he had responsibility at Chase—media relations, speech writing, consumer relations, employee communications, financial communications, philanthropic activities, and strategic management consulting.

Mr. Seitel is an Internet columnist at odwyerpr.com and a frequent lecturer and seminar leader on communications topics. Over the course of his career, Mr. Seitel has taught thousands of public relations professionals and students.

After studying and examining many texts in public relations, he concluded that none of them "was exactly right:" Therefore, in 1980, he wrote the first edition of The Practice of Public Relations "to give students a feel for how exciting this field really is:" In more than two decades of use at hundreds of colleges and universities, Mr. Seitel's book has introduced generations of students to the excitement, challenge, and uniqueness of the practice of public relations.

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Companion Website - Seitel, 9/E
Seitel
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131401068  |  ISBN-13: 9780131401068

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Companion Website - Seitel, 9/E
Seitel
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131401068  |  ISBN-13: 9780131401068

Show Downloadable Files
 | More Info

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Websites and online courses

Companion Website - Seitel, 9/E
Seitel
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131401068  |  ISBN-13: 9780131401068

Show Downloadable Files
 | More Info


Websites and Online Courses

Companion Website - Seitel, 9/E
Seitel
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131401068  |  ISBN-13: 9780131401068

Show Downloadable Files
 | More Info

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