The Practice of Public Relations

by Seitel, Fraser P

• ISBN13: 9780132304511
• ISBN10: 0132304511
• Edition: 10th
• Format: Paperback
• Copyright: 2011-01-01
• Publisher: Prentice Hall

Summary

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 thru 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.

Author Biography

Fraser P. Seitel is a public relations professor at the New York University School of Continuing and Professional Studies and the Florida International University School of Communications

Table of Contents

Foreword	xxi
Preface	xxiii
Acknowledgments	xxvi
About the Author	xxix
Part I Evolution
What Is Public Relations, Anyway?	1	(21)
Prominence of Public Relations	2	(2)
Planned Process to Influence Public Opinion	4	(2)
Public Relations as Management Interpreter	6	(1)
Public Relations as Public Interpreter	7	(4)
Speaking of Ethics Communicating Terror---in English	8	(3)
The Functions of Public Relations	11	(1)
The Curse of ``Spin''	12	(1)
What Manner of Man or Woman?	13	(3)
Talking Points the Scanlon Scandal and the Problem with Public Relations	13	(2)
Last Word	15	(1)
Discussion Starters	16	(5)
Top of the Shelf Public Relations: The Complete Guide	16	(1)
Case Study the Rise and Fall and Rise of Queen Martha	17	(3)
Voice of Authority An Interview with Harold Burson	20	(1)
Suggested Readings	21	(1)
Notes	21	(1)
The Growth of Public Relations	22	(23)
Ancient Beginnings	23	(1)
Early American Experience	24	(2)
Speaking of Ethics The Church's Spring of Shame	25	(1)
Later American Experience	26	(3)
Talking Points P.T. Barnum Lives	28	(1)
Ivy Lee: The Real Father of Modern Public Relations	29	(2)
The Growth of Modern Public Relations	31	(3)
Public Relations Comes of Age	34	(2)
Public Relations Education	36	(2)
Last Word	37	(1)
Discussion Starters	38	(5)
Top of the Shelf the Father of Spin: Edward L. Bernays and the Birth of Public Relations	38	(1)
Case Study The Tylenol Murders	39	(3)
Voice of Authority An Interview with Edward L. Bernays	42	(1)
Suggested Readings	43	(1)
Notes	44	(1)
Part II Preparation/Process
Communication	45	(19)
Goals of Communication	46	(1)
Traditional Theories of Communication	47	(1)
Contemporary Theories of Communication	48	(2)
The Word	50	(3)
Talking Points Profizzle of Lexicizzle	51	(1)
Speaking of Ethics Messing with the Medium	52	(1)
Receiver's Bias	53	(2)
Feedback	55	(2)
Talking Points Whaaat?	56	(1)
Last Word	57	(1)
Discussion Starters	57	(6)
Top of the Shelf You're Too Kind: A Brief History of Flattery	57	(1)
Case Study Wal-Mart Wages War to Regain Its Reputation	58	(4)
Voice of Authority An Interview with Mona Williams	62	(1)
Suggested Readings	63	(1)
Notes	63	(1)
Public Opinion	64	(19)
What Is Public Opinion?	66	(1)
What Are Attitudes?	66	(1)
How Are Attitudes Influenced?	67	(2)
Motivating Attitude Change	69	(1)
Power of Persuasion	69	(3)
Speaking of Ethics Sony Spray-Paints Public Opinion	70	(2)
Influencing Public Opinion	72	(1)
Polishing the Corporate Image	73	(1)
Managing Reputation	74	(2)
Talking Points Winning Reputation . . .	75	(1)
Talking Points . . . Losing Reputation	75	(1)
Last Word	76	(1)
Discussion Starters	76	(5)
Top of the Shelf The New York Times	77	(1)
Case Study Dressed for Success: The NBA Cleans Up Its Image	77	(3)
Voice of Authority An Interview with Kathleen Hessert	80	(1)
Suggested Readings	81	(1)
Notes	81	(2)
Management	83	(25)
Management Process of Public Relations	84	(1)
Reporting to Top Management	85	(1)
Speaking of Ethics Super-Sized Duplicity?	86	(1)
Conceptualizing the Public Relations Plan	86	(1)
Creating the Public Relations Plan	87	(2)
Activating the Public Relations Campaign	89	(1)
Setting Public Relations Objectives	90	(1)
Budgeting for Public Relations	91	(2)
Talking Points Fudging the Fleishman Budget	92	(1)
Implementing Public Relations Programs	93	(1)
The Public Relations Department	94	(2)
The Public Relations Agency	96	(1)
Reputation Management	97	(2)
Where Are the Jobs?	99	(1)
What Does It Pay?	100	(1)
Women and Minorities	100	(2)
Last Word	101	(1)
Discussion Starters	102	(4)
Top of the Shelf IdeaWise: How to Transform Your Ideas into Tomorrow's Innovations	102	(1)
Case Study Exxon Corporation's Bad Good Friday	103	(2)
Voice of Authority An Interview with Peter Drucker	105	(1)
Suggested Readings	106	(1)
Notes	106	(2)
Ethics	108	(20)
Are We Doing the Right Thing?	111	(1)
Ethics in Business	112	(1)
Corporate Codes of Conduct	113	(1)
Corporate Social Responsibility	114	(2)
Ethics in Government	116	(1)
Talking Points Ethical Rocky Road at Ben & Jerry's	116	(1)
Ethics in Journalism	117	(4)
Speaking of Ethics Ducking the High Hard One	118	(3)
Ethics in Public Relations	121	(2)
Talking Points Test Your Workplace Ethics	122	(1)
Last Word	123	(1)
Discussion Starters	123	(4)
Top of the Shelf The Governance Game: Restoring Boardroom Excellence and Credibility in Corporate America	124	(1)
Case Study Ketchum Captured in Pay-for-Play Ethical Lapse	124	(2)
Voice of Authority An Interview with Howard Rubenstein	126	(1)
Suggested Readings	127	(1)
Notes	127	(1)
The Law	128	(20)
Public Relations and the Law: An Uneasy Alliance	129	(2)
Talking Points Saving the Juice	130	(1)
Public Relations and the First Amendment	131	(1)
Public Relations and Defamation Law	132	(2)
Public Relations and Insider Trading	134	(1)
Public Relations and Disclosure Law	135	(1)
Public Relations and Ethics Law	136	(1)
Public Relations and Copyright Law	136	(1)
Public Relations and Internet Law	137	(3)
Speaking of Ethics Seizing the Prepubescent Pirates	138	(2)
Litigation Public Relations	140	(2)
Last Word	141	(1)
Discussion Starters	142	(5)
Top of the Shelf Slander: Liberal Lies About the American Right	142	(1)
Case Study Winning a National Venue for Eminent Domain	142	(4)
Voice of Authority An Interview with John Kramer	146	(1)
Suggested Readings	147	(1)
Notes	147	(1)
Research	148	(25)
Essential First Step	149	(1)
What Is Research?	149	(1)
Principles of Public Relations Research	150	(1)
Types of Public Relations Research	151	(2)
Methods of Public Relations Research	153	(11)
Talking Points Figures and Faces---Lie	161	(2)
Speaking of Ethics Assessing an ``Unbiased'' Testing Agency	163	(1)
Evaluation	164	(2)
Research and the Web	166	(2)
Using Outside Research Help	168	(1)
Last Word	168	(1)
Discussion Starters	169	(3)
Top of the Shelf The Best of Branding	169	(1)
Case Study Researching a Position for Alan Louis General	169	(2)
Voice of Authority An Interview with John James Fahey	171	(1)
Suggested Readings	172	(1)
Notes	172	(1)
Part III The Publics
Print Media Relations	173	(28)
Number One Medium	175	(3)
Objectivity in the Media	178	(2)
The Internet Factor	180	(1)
Dealing with the Media	181	(3)
Attracting Publicity	184	(1)
Value of Publicity	185	(2)
Pitching Publicity	187	(1)
Online Publicity	188	(2)
Dealing with the Wires	190	(1)
Speaking of Ethics Condemning the Prize-Winning Wire Photo	191	(1)
Measuring Publicity	191	(1)
Handling Print Interviews	192	(2)
Talking Points One-Minute Media Relations	193	(1)
Press Conferences	194	(3)
Talking Points Confessions of a Media Maven	195	(1)
Last Word	196	(1)
Discussion Starters	197	(3)
Top of the Shelf Media Relations: From a Journalist's Perspective	197	(1)
Case Study Bagging the Elusive Exclusive	197	(2)
Voice of Authority An Interview with John Stauber	199	(1)
Suggested Readings	200	(1)
Notes	200	(1)
Electronic Media Relations	201	(18)
24/7 Television News	203	(2)
Speaking of Ethics Judging the Judge at American Idol	204	(1)
Handling Television Interviews	205	(2)
Video News Releases	207	(2)
Talking Points When Is a Television Spokesman Not a Spokesman?	209	(1)
Satellite Media Tours	209	(2)
Public Service Announcements	211	(1)
Growth of Talk Radio	212	(2)
Last Word	214	(1)
Discussion Starters	214	(3)
Top of the Shelf 60 Minutes	215	(1)
Case Study They're Heeere!	215	(1)
Voice of Authority An Interview with Rita Cosby	216	(1)
Suggested Readings	217	(1)
Notes	218	(1)
Employee Relations	219	(23)
Strong Employee Relations Equals Solid Organizations	220	(2)
Speaking of Ethics Scripting the Trust Gap	221	(1)
Dealing with the Employee Public	222	(1)
Communicating Effectively in a Sea of Doubt	222	(2)
Credibility: The Key	224	(1)
S-H-O-C the Troops	224	(3)
Employee Communications Tactics	227	(9)
Talking Points Preempting Sicko	237
The Grapevine	236	(2)
Last Word	237	(1)
Discussion Starters	238	(3)
Top of the Shelf Corporate Conversations: A Guide to Crafting Effective and Appropriate Internal Communications	238	(1)
Case Study the Chairman's E-Mail	239	(1)
Voice of Authority An Interview with Shaunee L. Wallace	240	(1)
Suggested Readings	241	(1)
Notes	241	(1)
Multicultural Community Relations	242	(25)
Community Social Responsibility	243	(4)
Community Relations Expectations	247	(1)
Community Relations Objectives	248	(1)
Community Relations on the Internet	249	(2)
Serving Diverse Communities	251	(5)
Speaking of Ethics Losing Support for Supporting Gay Rights	254	(2)
Nonprofit Public Relations	256	(2)
Talking Points 13 Rules for Radicals	258	(1)
Master of Many Trades	258
Last Word
Discussion Starters
Top of the Shelf Rules for Radicals: A Practical Primer for Realistic Radicals	232	(1)
Case Study the Summers of Harvard's Diversity Discontent	232	(33)
Voice of Authority An Interview with Mike Paul	265	(1)
Suggested Readings	266	(1)
Notes	266	(1)
Government Relations	267	(25)
Public Relations in Government	269	(11)
Talking Points The First Public Relations Lady	277	(2)
Speaking of Ethics Shooting V.P.``Ducks'' the Media	279	(1)
Lobbying the Government	280	(5)
Political Action Committees	285	(1)
Dealing with Local Government	285	(1)
Last Word	286	(1)
Discussion Starters	286	(4)
Top of the Shelf Lipstick on a Pig	287	(1)
Case Study The Katrina Kalamity	287	(2)
Voice of Authority An Interview with Scott McClellan (Not)	289	(1)
Suggested Readings	290	(1)
Notes	291	(1)
Consumer Relations	292	(18)
Consumer Relations Objectives	293	(1)
Consumer-Generated Media	294	(1)
Office of the Ombudsperson	295	(1)
The Consumer Movement	296	(1)
Federal Consumer Agencies	297	(1)
Speaking of Ethics So You Want to Be an Ombudsperson	297	(1)
Consumer Activists on the Internet	298	(2)
Business Gets the Message	300	(2)
Talking Points Promoting an Unapologetic Monster	301	(1)
Last Word
Discussion Starters
Top of the Shelf New Product Launch: 10 Proven Strategies	302	(1)
Case Study Tobacco Wars	303	(4)
Voice of Authority An Interview with Amy Binder	307	(2)
Suggested Readings	309	(1)
Notes	309	(1)
International Relations	310	(18)
Operating Around the Globe	311	(1)
Talking Points Global Brand Leaders	312	(1)
Hopscotching the World for Public Relations	312	(9)
Speaking of Ethics Socialist's Social Responsibility One-Ups Big Oil	315	(5)
Talking Points Think Multilingual---Or Else	320	(1)
Talking Points Straighten Out Your English---Or Else	321	(1)
Communicating to the Global Village	321	(2)
Last Word	323	(1)
Discussion Starters	323	(4)
Top of the Shelf Global Communication: Theories, Stakeholders, and Trends, 2nd ed.	323	(1)
Case Study Karen Hughes Stumbles Selling Uncle Sam	324	(2)
Voice of Authority An Interview with Shashi Tharoor	326	(1)
Suggested Readings	327	(1)
Notes	327	(1)
Part IV Execution
Public Relations Writing	328	(28)
Writing for the Eye and the Ear	329	(1)
Fundamentals of Writing	330	(1)
Flesch Readability Formula	331	(1)
The Beauty of the Inverted Pyramid	332	(1)
Talking Points Nonreadability	332	(1)
The News Release	333	(2)
Talking Points Just the Facts	335	(1)
News Release News Value	335	(1)
News Release Content	335	(4)
News Release Style	339	(1)
News Release Essentials	340	(4)
Talking Points News Release Taboo Terms	341	(1)
Speaking of Ethics Bad Taste News Release	342	(1)
Talking Points The Sassy Style of the Internet	343	(1)
The Media Kit	344	(4)
The Pitch Letter	348	(1)
Other Print Vehicles	349	(1)
Writing for the Ear	350	(2)
Last Word	352	(1)
Discussion Starters	352	(3)
Top of the Shelf The Business Style Handbook	352	(1)
Case Study The Raina, Inc., News Release	353	(1)
Voice of Authority An Interview with Bonnie Grossman	354	(1)
Suggested Readings	355	(1)
Notes	355	(1)
Integrated Marketing Communications	356	(22)
Public Relations vs. Marketing vs. Advertising	357	(1)
Product Publicity	358	(3)
Talking Points Taco Bell's Publicity Bull's-Eye	360	(1)
Third-Party Endorsement	361	(1)
Building a Brand	362	(2)
Integrating Marketing with Public Relations	364	(4)
Speaking of Ethics Taking a Chance on Controversial Kate	367	(1)
Public Relations Advertising	368	(1)
Purposes of Public Relations Advertising	368	(2)
Twenty-First-Century Integrated Marketing	370	(3)
Talking Points the Top 10	372	(1)
Last Word	373	(1)
Discussion Starters	373	(4)
Top of the Shelf The Fall of Advertising and the Rise of PR	373	(1)
Case Study Reviving the Bryant Brand	374	(2)
Voice of Authority An Interview with Marina Maher	376	(1)
Suggested Readings	377	(1)
Notes	377	(1)
Public Relations and the Internet	378	(22)
Defining the Internet	379	(1)
The Internet as Communications Medium	380	(1)
Public Relations Internet Challenge	381	(1)
E-Mail: The Dominator	382	(1)
Developing a Winning Web Site	383	(6)
Speaking of Ethics Wal-Mart Unleashes the Bloggers	387	(2)
Monitor the Internet . . . or Else!	389	(2)
Product Promotion on the Internet	391	(1)
Investor Relations on the Internet	392	(1)
Of Intranets/Extranets, Wikis, Podcasts, and RSS Feeds	393	(2)
Talking Points Confronting a Sticky Wiki	394	(1)
Last Word	395	(1)
Discussion Starters	395	(3)
Top of the Shelf Buzz Marketing with Blogs for Dummies	395	(1)
Case Study Wassup at the Wassup Chat Room?	396	(1)
Voice of Authority An Interview with Shel Holtz	397	(1)
Suggested Readings	398	(1)
Notes	399	(1)
Crisis Management	400	(17)
Issues Management	403	(1)
Emergence of Risk Communication	404	(1)
Managing in a Crisis	405	(1)
Planning in a Crisis	406	(1)
Communicating in a Crisis	406	(2)
Speaking of Ethics the Times Strikes Macy's with Hot Air	407	(1)
Engaging the Media	408	(4)
Talking Points The Lessons of Valdez	409	(1)
Talking Points When ``No Comment'' and ``Comment'' Are Equally Catastrophic	410	(1)
Talking Points Twenty-First-Century Public Relations Hero	411	(1)
Last Word	412	(1)
Discussion Starters	412	(4)
Top of the Shelf Tough Calls	413	(1)
Case Study Wendy's Fingers a Hoaxer	414	(1)
Voice of Authority A Final Word to the Wise (Student): An Interview with Bill Heyman	415	(1)
Suggested Reading	416	(1)
Notes	416	(1)
Appendix A PRSA Member Code of Ethics 2000	417	(10)
Appendix B PRIA Code of Ethics	427	(2)
Credits	429	(2)
Index	431