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The Practice of Public Relations (13th Edition), by Fraser P. Seitel
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For courses in public relations.
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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.
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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.
- Sales Rank: #59784 in Books
- Published on: 2016-02-04
- Original language: English
- Number of items: 1
- Dimensions: 9.80" h x .80" w x 7.80" l, .0 pounds
- Binding: Paperback
- 464 pages
About the Author
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.
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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.
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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.
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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.
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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.
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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.
Most helpful customer reviews
17 of 18 people found the following review helpful.
Practical Public Relations at its best!
By A Customer
I've been using this book for about a year, as a professor teaching Public Relations. I like it, and the students always say it's a great book. It has just enough theory, plus a lot of practical application. The high point, and what students like best, is the series of case studies. There's one in each chapter, 20 in all. I know from personal experience, having spent 15 years as a "PR Man," before turning professor, that these cases are real-life examples of what to do, and especially, what not to do! Entertaining and interesting, while still being an excellent text. Much better than other books sometimes used for Public Relations courses.
13 of 13 people found the following review helpful.
A reference you will return to again and again
By A Customer
I'm a graduate student in non-profit management and have always found that the best classes are the ones that use primary materials - no textbooks, please! Well, I suspend my usual reticence with this book by Seitel. I have NEVER had an easier to neogotiate, well-written textbook in all my days as a student. Seitel is meticulous in his notations, all case studies are very current (within the last 5 years), and questions emphasize the basic material but provide food for thought. The additional references and book reviews alone are worth the price of the book.
9 of 9 people found the following review helpful.
Rebecca's Raves
By A Customer
An must read for PR students and practitioners alike. The Practice of Public Relations offers insights into the minds of today's greatest PR professionals -- and the companies and careers that have been created and crushed by them. Nowhere else will you learn in such practical detail how public relations can change everything, from politics to corporate America. Each chapter is filled with advice from long-time industry professionals, tips on how to make your company look good, and ideas for taking advantage of today's technology to get ahead of the competition. A great way to learn the profession or brush up on your skills. Five stars to Mr. Seitel, the industry master.
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