The Practice of Public Relations

Fraser P. Seitel - The Practice of Public Relations
Pearson Prentice Hall, 2003
570 str.
trda vezava
stanje: zelo dobro
ninth edition

To succeed in public relations, professionals need an innate sense of the power, excitement, and value to society's primary institutions of its practice. This book uses a unique hands-on approach that prompts readers to think critically about the field. Prepares readers to deal with a full range of situations and to arrive at effective, ethical solutions. Offers two new mini-chapters on Investor Relations and International Public Relations. Features new contemporary cases including Rudy Giuliani and 9/11, Gary Condit, Trent Lott, Microsoft public relations, and more. Presents new hypothetical cases including cases on speechwriting, Internet monitoring, and sex discrimination. Features new contemporary interviews with such public figures as Gov. Jesse Ventura, Rudy Giuliani PR Director Sunny Mindell, National Black Public Relations Association President Pat Tobin, and White House Press Secretary Ari Fleischer. Presents a greater inclusion of minority and female practitioners. Provides Suggested Readings and Suggested Book lists. A handy reference for public relations professionals/public affairs officers, marketing professionals, advertising professionals, and general managers.

Contents:
I. EVOLUTION. 1. What Is Public Relations? 2. Growth of Public Relations. II. PREPARATION/PROCESS. 3. Communication. 4. Management. 5. Public Opinion. 6. Ethics. 7. Law. 8. Research. III. THE PUBLICS. 9. Print Media Relations. 10. Electronic Media Relations. 11. Employee Relations. 12. Multicultural Community Relations. 13. Government Relations. 14. Consumer Relations. 15. Investor Relations. 16. International Relations. IV. EXECUTION. 17. Writing. 18. Writing for Eye and Ear. 19. PR and the Internet. 20. Integrated Marketing. 21. Crisis Management. V. THE FUTURE. 22. The Golden Age.

Fraser P. Seitel has been a communications consultant, author and teacher for 40 years. He is author of the Pearson text “The Practice of Public Relations,” now in its 14th edition, and co-author of “Rethinking Reputation" and "Idea Wise.”


Nonfiction, Communication, Business, PR, 0131020250

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