Calvary University

 Faculty of Economic and Management Sciences

The Practice of
    Public Relations

9th Edition

Fraser Seitel
0131230255
Hardback
608 pages
2004

Brief Description

To succeed in public relations, professionals need an innate sense of the power, excitement, and value to societys primary institutions of its practice. This book uses a unique hands-on approach that prompts readers to think critically about the field. KEY TOPICS: 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.

MARKET: A handy reference for public relations professionals/public affairs officers, marketing professionals, advertising professionals, and general managers.

Features

• Greater inclusion of minority and female practitioners. Shows students the diversity of the field and gives them an in-depth view of areas to which future professionals must be sensitive.
• Exposes students to the fields most current literature.
• A full chapter on integrated marketing- Combines advertising, marketing, merchandising, and public relations into an inter-disciplinary approach.
• An entire chapter on multi-cultural and international communications. Provides students with an in-depth view of an area to which public relations professionals must be sensitive.

New to this Edition

New contemporary cases- Includes Rudy Giuliani and 9/11, Gary Condit, Trent Lott, Microsoft public relations, and more. Demonstrates the relevance and timeliness of the subject.
New hypothetical cases- Includes cases on speechwriting, Internet monitoring, and sex discrimination.
Tests students creativity in these areas and helps them develop creative thinking skills.
New contemporary interviews- Includes interviews with Gov. Jesse Ventura, Rudy Giuliani PR Director Sunny Mindell, National Black Public Relations Association President Pat Tobin, White House Press Secretary Ari Fleischer.

Contents

I. EVOLUTION.

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

II. PREPARATION/PROCESS.

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

III. THE PUBLICS.

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.

IV. EXECUTION.

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

V. THE FUTURE.

22. The Golden Age.

Companion Website:

http://www.prenhall.com/seitel

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