For courses in public relations.
Prepares Readers for Public Relations Work with an Emphasis on Ethics and Contemporary, Real-world Applications
Featuring an intensely practical approach that favors reasoning, justification, and applications that work, The Practice of Public Relations prepares readers for contemporary public relations work in the changing landscape of the 21st century.
Fraser Seitel’s writing combines a contemporary, real-life approach that marries his experience in the field with a light-hearted, energetic prose style. This Thirteenth Edition has been thoroughly updated to include recent public relations cases with a continued emphasis on ethics, using examples that span several fields and countries. Building on the successes of the previous edition, this text remains the most visual text on the market, as well as the most comprehensive in its discussion of social media as it relates to public relations.
Fraser P. Seitel is a veteran of five decades in the practice of public relations, beginning, he claims, “as a child.” 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 The 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 has been a regular guest on television and radio, appearing on a variety of programs on the Fox News Network and CNN, ABC’s Good Morning America, CNBC’s Power Lunch, as well as on MSNBC, Fox Business Network, the Fox Radio Network, and National Public Radio.
Mr. Seitel has counseled hundreds of corporations, hospitals, nonprofits, associations, and individuals in the areas 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 four 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.
Part I: Evolution
1. Defining Public Relations
2. The History and Growth of Public Relations
Part II: Preparation/Process
4. Public Opinion
7. The Law
Part III: The Publics
10. Social Media
11. Employee Relations
12. Government Relations
13. Community Relations
14. International Consumer Relations
Part IV: Execution
15. Public Relations Writing
16. Integrated Marketing Communications
17. Crisis Management
18. Launching a career