The Practice of Public Relations

by Seitel, Fraser P.

• ISBN13: 9780136088905
• ISBN10: 0136088902
• Edition: 11th
• Format: Paperback
• Copyright: 2010-01-03
• Publisher: Prentice Hall

Summary

The Practice of Public Relations is an "in-your-face" book giving readers the knowledge and skills they need to know to be successful in todayrs"s world of public relations. Seitelrs"s use of case studies, interviews, and news photos, coupled with his humorous and lucid text, brings the process to life. The 11th edition includes heavy emphasis on social media and ethics. Defining Public Relations. The History and Growth of Public Relations. Communication. Public Opinion. Management. Ethics. The Law. Research. Media Relations/Print & Broadcast. Employee Relations. Community Relations. Government Relations. Consumer Relations. International Relations. Public Relations Writing. Writing for the Eye and Ear. Integrated Marketing Communication. Public Relations and Social Media. Crisis Management. Launching a Career. A useful, up-to-date reference for Public Relations professionals.

Table of Contents

Part 1        Evolution
Chapter 1    What Is Public Relations, Anyway?
Chapter 2    The History and Growth of Public Relations

Part 2        Preparation/Process
Chapter 3    Communication
Chapter 4    Public Opinion
Chapter 5    Management
Chapter 6    Ethics
Chapter 7    The Law
Chapter 8    Research

Part 3        The Publics
Chapter 9    Media Relations/Print & Broadcast
Chapter 10    Employee Relations
Chapter 11    Community Relations
Chapter 12    Government Relations
Chapter 13    Consumer Relations
Chapter 14    International Relations

Part 4        Execution
Chapter 15    Public Relations Writing
Chapter 16    Writing for the Eye and Ear
Chapter 17    Integrated Marketing Communication
Chapter 18    Public Relations and Social Media    
Chapter 19    Crisis Management
Chapter 20    Launching a Career