The Practice of Public Relations, Ninth Edition [Hardcover]

Fraser P. Seitel (Author)

Book Description

ISBN-10: 0131020250 | ISBN-13: 978-0131020252 | Publication Date: July 31, 2003 | Edition: 9

To succeed in public relations, professionals need an innate sense of the power, excitement, and value to society's primary institutions of its practice. This book uses a unique hands-on approach that prompts readers to think critically about the field. Prepares readers to deal with a full range of situations and to arrive at effective, ethical solutions. Offers two new mini-chapters on Investor Relations and International Public Relations. Features new contemporary cases including Rudy Giuliani and 9/11, Gary Condit, Trent Lott, Microsoft public relations, and more. Presents new hypothetical cases including cases on speechwriting, Internet monitoring, and sex discrimination. Features new contemporary interviews with such public figures as Gov. Jesse Ventura, Rudy Giuliani PR Director Sunny Mindell, National Black Public Relations Association President Pat Tobin, and White House Press Secretary Ari Fleischer. Presents a greater inclusion of minority and female practitioners. Provides Suggested Readings and Suggested Book lists. A handy reference for public relations professionals/public affairs officers, marketing professionals, advertising professionals, and general managers.

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

To succeed in public relations, professionals need an innate sense of the power, excitement, and value to society's primary institutions of its practice. This book uses a unique hands-on approach that prompts readers to think critically about the field. Prepares readers to deal with a full range of situations and to arrive at effective, ethical solutions. Offers two new mini-chapters on Investor Relations and International Public Relations. Features new contemporary cases including Rudy Giuliani and 9/11, Gary Condit, Trent Lott, Microsoft public relations, and more. Presents new hypothetical cases including cases on speechwriting, Internet monitoring, and sex discrimination. Features new contemporary interviews with such public figures as Gov. Jesse Ventura, Rudy Giuliani PR Director Sunny Mindell, National Black Public Relations Association President Pat Tobin, and White House Press Secretary Ari Fleischer. Presents a greater inclusion of minority and female practitioners. Provides Suggested Readings and Suggested Book lists. A handy reference for public relations professionals/public affairs officers, marketing professionals, advertising professionals, and general managers.

See all Editorial Reviews

Product Details

• Hardcover: 608 pages
• Publisher: Prentice Hall; 9 edition (July 31, 2003)
• Language: English
• ISBN-10: 0131020250
• ISBN-13: 978-0131020252
• Product Dimensions: 10.5 x 7.9 x 1.1 inches
• Shipping Weight: 2.8 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (16 customer reviews)
• Amazon Best Sellers Rank: #672,210 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.