| The Practice of Public Relations |  | Authors: Fraser P. Seitel, Doris Derelian, Donna Rouner
Publisher: Prentice Hall College Div
Category: Book
Buy New: $161.00
Rating:  10 reviews
Sales Rank: 5396497
Media: Hardcover
Edition: 7
Shipping Weight (lbs): 5
Dimensions (in): 10.5 x 8 x 2
ISBN: 0139980970
Dewey Decimal Number: 659
EAN: 9780139980978
ASIN: 0139980970
Publication Date: June 1999
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Product Description
An "in-your-face" book for an "in-your-face" profession, this full-color introduction to Public Relations prepares readers for the cutting-edge of today's constantly-changing, Internet-influenced PR field. Using a unique hands-on approach that forces readers to think critically about PR situations, it captures the liveliness, vitality, and relevance of a field that is built on the important personal relationships, judgmental skills, and online knowledge that will dominate the 21st Century. The focus throughout is on the ethical challenges, the "how to" counsel, and the public relations conundrums that PR practitioners face everyday on the job. Features extensive internet applications; cases; "Over the Top" interviews with prominent practitioners and with CEOs of companies under seige; and "Question of Ethics" boxes. Focuses on five key areas: Evolution (What Is Public relations; History of Public Relations); Validation (Public Opinion; Ethics; Research; The Law); Activation (Communication; Management; Crisis Management; IMC); Execution (Public Relations Writing; Writing for Eye/Ear; Internet); Publics (Print Media; Electronic Media; Employees; Consumers/Investors; Multicultural/International Communities; Government; Future).
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| Customer Reviews: Read 5 more reviews...
 Just as Promised October 5, 2005
Cynthia A. Gibb (Camarillo, CA)
0 out of 8 found this review helpful
The book arrived in a timely manner and it was in the condition that I expected. I would order from this vendor again.
 Expensive and Confusing September 17, 2005
Constructive Criticism (Chico, CA)
4 out of 6 found this review helpful
The layout and language of this extremely expensive textbook, written by one of the most seasoned and successful PR practitioners, unfortunately makes this book almost unreadable. Not only is it completely boring, but the language makes the topics seem very vague and disconnected from practical PR practice.
Chapters in this book are much too long. One can infer from the title of the book that it will cover PR practice in great detail, however, the most important topic the book covers "the execution of public relations" only gets 112 pages of a nearly 600 page book.
Practical Public Relations at its best! August 9, 2003
12 out of 14 found this review helpful
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.
Practice of Public Relations (8th Edition) November 7, 2002
0 out of 4 found this review helpful
I have never enjoyed a textbook this much! It is timely, interesting and provocative.
Seitel Succeeds August 20, 2002
2 out of 6 found this review helpful
Practice of Public Relations is laden with strengths. While it covers public relations in a variety of disciplines, such as multicultural, and it covers a variety of case studies, such as the infamous Exxon Valdez disaster, its sheer strength lies in its writing style. Seitel's style is quite distinct from many other texts, whose writers preach the importance of writing, but fail to practice it. Similar to Michael Levine's Guerrilla PR: Wired, Seitel understands that a message will have less impact if the message is difficult to comprehend. Both Levine and Seitel make a welcome effort to rely on a friendly, warm, and inviting writing style, one that engages the reader. Practice of Public Relations strives to keep up with an ever-changing public relations landscape. While releases retain their importance, it is equally important to consider video. Similarly, the target public may not be any one demographic, but a multicultural one, each with its own concerns, preferences, gatekeepers, and trusted sources of information. Also, the book takes into consideration the synergy of integrated marketing communication. Public relations does not operate in a vaccuum, and Practice of Public Relations takes that into consideration. Above all else, the book lives up to its title, explaining the practice of public relations rather than being a lengthy tome on the theory behind the practice.
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