Pearson eText for The Practice of Public Relations -- Access Card

Public relations coverage with an emphasis on ethics and contemporary, real-world applications.
Featuring an intensely practical approach that favors reasoning, justification, and applications that work, The Practice of Public Relations prepares students for contemporary PR work in the changing landscape of the 21st century. Seitel's writing combines a real-life approach that marries his experience in the field with a light-hearted, energetic prose style. Now in its 14th Edition, the text has been thoroughly updated to include recent PR cases with an emphasis on diversity and ethics, using examples that span several fields and countries. Building on the successes of the previous edition, this text remains the most visual text on the market, as well as the most comprehensive in its discussion of social media as it relates to public relations.

For courses in public relations.

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Fraser P. Seitel is a veteran of five decades in the practice of public relations, beginning, he claims, “as a child.” In 2000, PR Week magazine named Mr. Seitel one of the 100 Most Distinguished Public Relations Professionals of the 20th Century.

In 1992, after serving for a decade as senior vice president and director of public affairs for The Chase Manhattan Bank, Mr. Seitel formed Emerald Partners, a management and communications consultancy, and also became senior counselor at the world’s largest public affairs firm, Burson-Marsteller.

Mr. Seitel has been a regular guest on television and radio, appearing on a variety of programs on the Fox News Network and CNN, ABC’s Good Morning America, CNBC’s Power Lunch, as well as on MSNBC, Fox Business Network, the Fox Radio Network, and National Public Radio.

Mr. Seitel has counseled hundreds of corporations, hospitals, nonprofits, associations, and individuals in the areas for which he had responsibility at Chase -- media relations, speech writing, consumer relations, employee communications, financial communications, philanthropic activities, and strategic management consulting.

Mr. Seitel is an internet columnist at odwyerpr.com and a frequent lecturer and seminar leader on communications topics. He is also an adjunct professor at New York University’s School of Professional Studies. Over the course of his career, Mr. Seitel has taught thousands of public relations professionals and students.

After studying and examining many texts in public relations, he concluded that none of them “was exactly right.” Therefore, in 1980, he wrote the first edition of The Practice of Public Relations “to give students a feel for how exciting this field really is.” In four decades of use at hundreds of colleges and universities, Mr. Seitel’s book has introduced generations of students to the excitement, challenge, and uniqueness of the practice of public relations.

PART I: EVOLUTION
1. Defining Public Relations
2. The History and Growth of Public Relations

PART II: PREPARATION/PROCESS
3. Communication
4. Public Opinion
5. Management
6. Ethics
7. The Law
8. Research

PART III: THE PUBLICS
9. Media
10. Social Media
11. Employee Relations
12. Government Relations

13. Diversity Relations
14. International Consumer Relations

PART IV: EXECUTION
15. Public Relations Writing
16. Integrated Marketing Communications
17. Crisis Management
18. Launching a Career

Appendix A: PRSA Code of Ethics: Preamble

Appendix B: PR Council Code of Ethics and Principles

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