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For courses in Introduction to Public Relations and Public Relations Practice, offered by Departments of Communication Studies, Journalism or Marketing.

The Practice of Public Relations leads the reader through the evolution of the practice, the preparation and process necessary to reach a variety of "publics" and, most importantly, how to implement actual PR practice.

Long admired as the “practitioners” Public Relations text, Seitel's The Practice of Public Relations continues its tradition as the most visual, up-to-date and straightforward principles text available. For the aspiring student of public relations to the veteran professional seeking a refresher, Seitel's text leads the reader through the evolution of the practice, the preparation and process necessary to reach a variety of “publics” and, most importantly, how to implement actual PR practice. Drawing on his own vast professional experience, his role as a PR commentator on major U.S television networks such as CNN, ABC and FOX, and his network of industry leaders, Public Relations faculty and generations of PR professionals, Seitel presents the industry with dynamism and relevancy.  

How important do you find the currency of your text?

• Only Seitel with his network of PR professionals and spokesperson role on so many high profile PR cases (such as the rise, fall and resurrection of Martha Stewart or the Administrations handling of Hurricane Katrina) can write such a current book. These contemporary cases are complemented by the field’s most historic conundrums as well as hypothetical student cases.
• NEW! Voice of Authority. New interviews with distinguished communicators from the worlds of management, media, and academe, including:

Harold Burson and Howard Rubenstein – two of the most legendary public relations counselors (pgs. 20, 126)

Rita Cosby – cable TV talk show star (pg. 216)

Mona Williams – Wal-Mart public relations chief (pg. 62)

Shel Holtz – Internet communications guru (pg. 397)

John Stauber – the public relations industry’s most notorious critic (pg. 199)

• NEW! Talking Points. Features that expose off-line curiosities that make the practice of public relations such a fascinating art form. (examples, pgs. 13, 75, 122)
• NEW! Suggested Readings. Encompassing the most comprehensive, post-2000 bibliography in public relations literature. (examples, pgs. 81, 200, 355)
• NEW! Associated Press photos. Taken straight from the news wire, add a real-life feel to this edition that isn’t found in any other textbook. (examples, pgs. 65, 108, 173)

How do you address ethics in your public relations classes?

• This edition focuses on the ethical base that provides the theoretical foundation of effective communications and publics relations. The book’s introductory chapters place significant attention on how an understanding of and facility with communications research, theory, and public opinion can be applied to strategic public relations planning and creation of believable and persuasive messages.
• NEW! Speaking of Ethics. Seen in each chapter, this feature complements introductory theoretical material and brings to life the daily dilemmas that confront professional public relations practitioners – examples include Catholic Church scandals, Sony’s spray painting publicity campaign, and American Idol  rumors. (examples, pgs.  25, 70, 204)

Do you find your students connecting with their text?

• Author Writing Style – This text is unlike any other text undergraduate communication, media and marketing students will read. Through the use of humor, Seitel continues to balance appropriate theoretical coverage with a lighthearted and opinionated prose that infuses the subject with the energy that is the industry.
• Visuals – With over 75 photographs and in full color, this tenth edition is the most visual text on the market. 

• Paperback
• Streamlined – 19 chapters from previous edition’s 22 chapters
  • Previous Edition Chapters 15: Investor Relations and Chapter 22: The Golden Age are now available on the Seitel Companion Website as readable PDF files. 
  • Combined Chapter 17: Public Relations Writing with Chapter 18: Writing for the Eye and Ear to create Chapter 16: Public Relations Writing.

• Interior Re-design — The new 10th edition features a complete redesign from previous editions, matching the curreny of the content to the book's well designed layout and fresh approach.

Extensive Updates:

• All chapter opening profiles are new and include new photographs of the subject. Ex:  singer Michael Jackson (C1,) John D. Rockefeller (C2,) Hwang Wood-suk (C8,) Judith Miller (C9) and former Guns & Roses musician, Buckethead (C16.)
• A majority of chapter-ending Case Studies are new and reflect the most contemporary public relations stories of our times including the following new cases:
  • Chapter 1: Martha Stewart’s Rise, Fall & Resurrection
  • Chapter 2: The Tylenol Murders
  • Chapter 3: Wal-Mart’s War to Regain its  Reputation
  • Chapter 4: Dress for Success: The NBA cleans up its image
  • Chapter 5: Exxon Corporation’s Bad Good Friday
  • Chapter 6: Ketchum Captured in Pay-for Play Ethical Lapse
  • Chapter 7: Winning a National Venue for Eminent Domain
  • Chapter 8: Researching a Position for Alan Louis Genera
  • Chapter 9: Bagging the Elusive Exclusive
  • Chapter 10: 60 Minutes & The American Bankers Association
  • Chapter 11: Employee Communication
  • Chapter 12: Harvard University and Lawrence Summers
  • Chapter 13: The Katrina Kalamity
  • Chapter 14: Tobacco Wars
  • Chapter 15: Karen Hughes Stumbles Selling Uncle sam
  • Chapter 16: The Raina, Inc. News Conference
  • Chapter 17: Reviving the Bryant Brand (Kobe Bryant)
  • Chapter 18: Wassup Jeans
  • Chapter 19: Wendy’s Finger Hoax
• A majority of the Voice of Authority interviews with public relations professionals are new and reflect the author’s wide network of professional colleagues. New interviews include:
  • Chapter 1: Harold Burson
  • Chapter 2: Edward L. Bernays
  • Chapter 3: Mona Williams, Wal-Mart
  • Chapter 4: Kathleen Hessert: Sports Media Challenge
  • Chapter 5: Peter Drucker, Management Guru
  • Chapter 6: Howard Rubenstein, Rubenstein & Assoc
  • Chapter 7: John Kramer, Institute for Justice
  • Chapter 8: John James Fahey
  • Chapter 9: John Stauber, Center for Media & Democracy
  • Chapter 10: Rita Cosby
  • Chapter 11: Shaunee Wallace, PhD Candidate Howard University
  • Chapter 12: Mike Paul, MGP & Associates
  • Chapter 13: An Interview with Scott McClellan (Not)
  • Chapter 14: Amy Binder; Ruder Finn/Binder Partners, Inc.
  • Chapter 15: Shashi Tharoor, Under-Secretary-General for Communications and Public Information, UN
  • Chapter 16: Bonnie Grossman, Instructor, College of Charleston
  • Chapter 17: Marina Maher, Marina Maher Communications
  • Chapter 18: Shelz Holt, Holtz Communication + Technology
  • Chapter 19: William Heyman, Heyman & Associates
• Suggested Readings and Bibliography expanded in each chapter to include the latest research in the field.
• The Question of Ethics feature in the previous edition has been updated and renamed. These Speaking of Ethics boxes feature new content on English-speaking terror threats from supporters of Osama bin Laden (C1) and the Sony Corporation’s use of graffiti advertising for its Personal Play Station (C4.)
• Updated Chapter 17: Public Relations and the Internet to reflect the latest industry practices that utilizes online technology.

Part 1    EVOLUTION

Chap. 1    What is Public Relations?

Chapt. 2   The Growth of Public Relations.

Part 2    PREPARATION/PROCESS

Chap. 3    Communication

Chap. 4    Public Opinion

Chap. 5    Management

Chap. 6    Ethics

Chap. 7    The Law

Chap. 8    Research

Part 3    THE PUBLICS

Chap. 9    Print Media Relations

Chap. 10    Electronic Media Relations

Chap. 11    Employee Relations

Chap. 12    Multicultural Community Relations

Chap. 13    Government Relations

Chap. 14    Consumer Relations

Chap. 15    International Relations

Part 4     IMPLEMENTATION

Chap. 16    Public Relations Writing

Chap. 17    Public Relations and the Internet

Chap. 18    Integrated Marketing Communications

Chap. 19    Crisis Management

Introduction to Public Relations [CORE TEXTS] (Marketing)

Fraser P. 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.

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• Companion Website - Seitel, 10/E
  Seitel
  © 2007 | Prentice Hall | On-line Supplement | Instock
  ISBN-10: 0132304546 | ISBN-13: 9780132304542
  URL: http://www.prenhall.com/seitel
  

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