The Practice of Public Relations - Hardcover

Seitel, Fraser P.

Hardcover

ISBN 10: 0024088307 ISBN 13: 9780024088307

Publisher: MacMillan Publishing Company., 1992

Synopsis

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).

About this title

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.

About the Author:

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.

About this edition

• Publisher: MacMillan Publishing Company.
• Publication date: 1992
• ISBN 10: 0024088307
• ISBN 13: 9780024088307
• Binding: Hardcover
• Edition number: 5
• Number of pages: 664