The practice of public relations

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Title:

Author:

Seitel, Fraser P.

ISBN:

9780130276797

Personal Author:

Seitel, Fraser P.

Edition:

8th ed.

Publication Information:

Physical Description:

xxiii, 534 pages : illustrations (some color) ; 26 cm

Contents:

Ch. 1. What Is Public Relations? -- Ch. 2. The Evolution of Public Relations -- Ch. 3. Public Opinion -- Ch. 4. Ethics -- Ch. 5. Research -- Ch. 6. The Law -- Ch. 7. Communication -- Ch. 8. Management -- Ch. 9. Crisis Management -- Ch. 10. Integrated Marketing Communications -- Ch. 11. Public Relations Writing -- Ch. 12. Writing for the Eye and Ear -- Ch. 13. Public Relations and the Internet -- Ch. 14. Print Media -- Ch. 15. Electronic Media -- Ch. 16. Employees -- Ch. 17. Community Diversity -- Ch. 18. Government -- Ch. 19. Consumers and Investors -- Ch. 20. The Golden Age -- App. A. Code of Professional Standards for the Practice of Public Relations -- App. B. Advertising Effectiveness Tracking Study -- App. C. Definitions of Selected Terms Used in Public Relations Evaluation -- App. D. Audiovisual Supports -- App. E. Defining Key Cyberspace Terms -- App. F. On-Line Databases -- App. G. Leading Media Directories -- App. H. Corporate Reporting Requirements -- App. I. Annual Meeting Checklist.

Abstract:

This introduces the reader to effective public relations and prepares students and professionals to deal with the situations and arrive at the solutions that distinguish the practice.

Subject Term:

Public relations -- United States.

Public relations. (OCoLC)fst01082892

Geographic Term:

United States. (OCoLC)fst01204155

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015693092	659.2 S462P 2001	1	Searching... Unknown
Searching... 1:VCPMB	1:GEN-BOOK	000091361	659.2 SEI	1	Searching... Unknown

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Summary

For courses in Public Relations and Introduction to Public Relations in Journalism, Communications, and Business departments. Using a unique hands-on approach that forces students to think critically about the field, this market leader 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. Unlike other PR texts that steer clear of the cases, the ethical challenges, the how to counsel, and the public relations conundrums that force students to think, this book prepares students to deal with a full range of situations and arrive at effective, ethical solutions that distinguish the practice. An in-your-face textbook for an in-your-face profession. *New - Extensive, expanded coverage of Internet application to public relations: . E.g., integrates examples of internet strategies into every chapter; offers the most comprehensive explanation of the practice of public relations on the Net available *New - Re-organized into 5 logical Parts: Evolution, Validation, Activation, Execution, and Publics. *New - 50% new/updated chapter-end cases: Covers maj