Practice of Public Relations (8th Edition) [Hardcover]

Fraser P. Seitel (Author)

Book Description

Publication Date: August 16, 2000 | ISBN-10: 0130276790 | ISBN-13: 978-0130276797 | Edition: 8th

An "in-your-face" book for an "in-your-face" profession, this full-color introduction to Public Relations prepares readers for the cutting-edge of today's constantly-changing, Internet-influenced PR field. Using a unique hands-on approach that forces readers to think critically about PR situations, it captures the liveliness, vitality, and relevance of a field that is built on the important personal relationships, judgmental skills, and online knowledge that will dominate the 21st Century. The focus throughout is on the ethical challenges, the "how to" counsel, and the public relations conundrums that PR practitioners face everyday on the job. Features extensive internet applications; cases; "Over the Top" interviews with prominent practitioners and with CEOs of companies under seige; and "Question of Ethics" boxes. Focuses on five key areas: Evolution (What Is Public relations; History of Public Relations); Validation (Public Opinion; Ethics; Research; The Law); Activation (Communication; Management; Crisis Management; IMC); Execution (Public Relations Writing; Writing for Eye/Ear; Internet); Publics (Print Media; Electronic Media; Employees; Consumers/Investors; Multicultural/International Communities; Government; Future).

Editorial Reviews

From the Publisher

The sixth edition, now full-color and streamlined, is designed to carry public relations into the year 2000. It emphasizes the practical nature of public relations work. Full chapters are now devoted to video, integrated marketing communications, and multi-cultural communications. Over half of the interviews with public relations professionals are new and there is one "A Question of Ethics" case problem per chapter. --This text refers to an alternate Hardcover edition.

From the Back Cover

An "in-your-face" book for an "in-your-face" profession, this full-color introduction to Public Relations prepares readers for the cutting-edge of today's constantly-changing, Internet-influenced PR field. Using a unique hands-on approach that forces readers to think critically about PR situations, it captures the liveliness, vitality, and relevance of a field that is built on the important personal relationships, judgmental skills, and online knowledge that will dominate the 21st Century. The focus throughout is on the ethical challenges, the "how to" counsel, and the public relations conundrums that PR practitioners face everyday on the job. Features extensive internet applications; cases; "Over the Top" interviews with prominent practitioners and with CEOs of companies under seige; and "Question of Ethics" boxes. Focuses on five key areas: Evolution (What Is Public relations; History of Public Relations); Validation (Public Opinion; Ethics; Research; The Law); Activation (Communication; Management; Crisis Management; IMC); Execution (Public Relations Writing; Writing for Eye/Ear; Internet); Publics (Print Media; Electronic Media; Employees; Consumers/Investors; Multicultural/International Communities; Government; Future).

See all Editorial Reviews

Product Details

• Hardcover: 534 pages
• Publisher: Pearson Education; 8th edition (August 16, 2000)
• Language: English
• ISBN-10: 0130276790
• ISBN-13: 978-0130276797
• Product Dimensions: 10.2 x 8.2 x 1 inches
• Shipping Weight: 2.6 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (16 customer reviews)
• Amazon Best Sellers Rank: #1,434,352 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

15 of 16 people found the following review helpful:

5.0 out of 5 stars Practical Public Relations at its best!, August 8, 2003

By A Customer

This review is from: The Practice of Public Relations, Ninth Edition (Hardcover)

I've been using this book for about a year, as a professor teaching Public Relations. I like it, and the students always say it's a great book. It has just enough theory, plus a lot of practical application. The high point, and what students like best, is the series of case studies. There's one in each chapter, 20 in all. I know from personal experience, having spent 15 years as a "PR Man," before turning professor, that these cases are real-life examples of what to do, and especially, what not to do! Entertaining and interesting, while still being an excellent text. Much better than other books sometimes used for Public Relations courses.

11 of 11 people found the following review helpful:

5.0 out of 5 stars A reference you will return to again and again, March 13, 2000

By A Customer

This review is from: The Practice of Public Relations (Hardcover)

I'm a graduate student in non-profit management and have always found that the best classes are the ones that use primary materials - no textbooks, please! Well, I suspend my usual reticence with this book by Seitel. I have NEVER had an easier to neogotiate, well-written textbook in all my days as a student. Seitel is meticulous in his notations, all case studies are very current (within the last 5 years), and questions emphasize the basic material but provide food for thought. The additional references and book reviews alone are worth the price of the book.

8 of 8 people found the following review helpful:

5.0 out of 5 stars Rebecca's Raves, October 25, 2000

By A Customer

This review is from: Practice of Public Relations (8th Edition) (Hardcover)

An must read for PR students and practitioners alike. The Practice of Public Relations offers insights into the minds of today's greatest PR professionals -- and the companies and careers that have been created and crushed by them. Nowhere else will you learn in such practical detail how public relations can change everything, from politics to corporate America. Each chapter is filled with advice from long-time industry professionals, tips on how to make your company look good, and ideas for taking advantage of today's technology to get ahead of the competition. A great way to learn the profession or brush up on your skills. Five stars to Mr. Seitel, the industry master.