Practice of Public Relations

by Seitel, Fraser P.

• ISBN13: 9780130276797
• ISBN10: 0130276790
• Format: Hardcover
• Copyright: 2000-08-01
• 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.&&

Table of Contents

I. EVOLUTION.

1. What Is Public Relations?
2. The Evolution of Public Relations.

II. VALIDATION.

3. Public Opinion.
4. Ethics.
5. Research.
6. The Law.

III. ACTIVATION.

7. Communication.
8. Management.
9. Crisis Management.
10. Integrated Marketing Communications.

IV. EXECUTION.

11. Public Relations Writing.
12. Writing for the Eye and Ear.
13. Public Relations and the Internet.

V. THE PUBLICS.

14. Print Media.
15. Electronic Media.
16. Employees.
17. Community Diversity.
18. Government.
19. Consumers and Investors.

VI. THE FUTURE.

20. The Golden Age.

APPENDIXES.

A: Code of Professional Standards for the Practice of Public Relations.
B: Advertising Effectiveness Tracking Study.
C: Definitions of Selected Terms Used in Public Relations Evaluation.
D: Audiovisual Supports.
E: Defining Key Cyberspace Terms.
F: On-Line Databases.
G: Leading Media Directories.
H: Corporate Reporting Requirements.
I: Annual Meeting Checklist.
Credits.
Index.