The Practice of Public Relations

The Practice of Public Relations : United States Edition

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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.
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Product details

  • Hardback | 608 pages
  • 200.2 x 266.7 x 27.9mm | 1,283.68g
  • Pearson
  • United States
  • English
  • 9th edition
  • 0131020250
  • 9780131020252

Table of contents


1. What Is Public Relations?
2. Growth of Public Relations.

3. Communication.
4. Management.
5. Public Opinion.
6. Ethics.
7. Law.
8. Research.

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.

17. Writing.
18. Writing for Eye and Ear.
19. PR and the Internet.
20. Integrated Marketing.
21. Crisis Management.

22. The Golden Age.
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About Fraser P. Seitel

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 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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113 ratings
3.69 out of 5 stars
5 24% (27)
4 37% (42)
3 27% (30)
2 9% (10)
1 4% (4)
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