The Practice of Public Relations

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The Practice of Public Relations

by Fraser P. Seitel

Pearson Education | July 27, 2006 | Trade Paperback

The Practice of Public Relations is rated 1 out of 5 by 1.
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.  

Format: Trade Paperback

Dimensions: 480 pages, 3.96 × 3.07 × 0.26 in

Published: July 27, 2006

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0132304511

ISBN - 13: 9780132304511

Found in: Public Relations

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Reviews

Rated 1 out of 5 by from Waste of money and inaccurate If there was an option for zero stars I would have chosen that instead. Many of the so-called terms from the textbook are repeated throughout each chapter summary. Defining "Public relations" in ten different spots is not helpful. Also some terms were added with definitions not suited to the context. Perhaps just copied and pasted by someone who is not familiar with the subject matter? Campaign is continuously from an online gaming perspective which is obviously not what the textbook explores. Do not waste you money. You will get more benefit from standing in the store and flipping through this book in five minutes then you will from purchasing this piece of garbage. 
Date published: 2014-01-18

– More About This Product –

The Practice of Public Relations

by Fraser P. Seitel

Format: Trade Paperback

Dimensions: 480 pages, 3.96 × 3.07 × 0.26 in

Published: July 27, 2006

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0132304511

ISBN - 13: 9780132304511

About the Book

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.

Read from the Book

In both the first (1970) and the second (1989) editions of this book, I began by stating the fundamental premise on which my philosophy was based: that the nature and value of music education are determined primarily by the nature and value of music. To the degree that music educators are able to construct a convincing explanation of what music is like—its diverse yet distinctive features and the many contributions it makes to human welfare-the profession will understand the domain to which it is devoted and be able to implement programs that effectively share its special values. That premise continues to undergird the philosophy I offer in this edition. I continue to believe that music has characteristics that make it recognizably and distinctively a subject, or a field, or a practice, or an "art"; that these characteristics can be identified to a reasonable and useful degree (but no doubt never definitively); that music is of value to humans and their communities in a variety of ways related to these characteristics; and that the primary mission of music education is to make musical values widely and deeply available. Why, then, another edition? In the time span of almost two decades between the first and second editions, a good deal of work was accomplished in the cognitive sciences, work that I felt added muscle to the philosophy I had articulated and that needed to be incorporated so that the implications of the philosophy could be drawn more clearly. I was also awa
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Table of Contents

Part 1    EVOLUTION

 

Chap. 1    What is Public Relations?

 

Chapt. 2   The Growth of Public Relations.

 

Part 2    PREPARATION/PROCESS

 

Chap. 3    Communication

 

Chap. 4    Public Opinion

 

Chap. 5    Management

 

Chap. 6    Ethics

 

Chap. 7    The Law

 

Chap. 8    Research

 

Part 3    THE PUBLICS

 

Chap. 9    Print Media Relations

 

Chap. 10    Electronic Media Relations

 

Chap. 11    Employee Relations

 

Chap. 12    Multicultural Community Relations

 

Chap. 13    Government Relations

 

Chap. 14    Consumer Relations

 

Chap. 15    International Relations

 

Part 4     IMPLEMENTATION

 

Chap. 16    Public Relations Writing

 

Chap. 17    Public Relations and the Internet

 

Chap. 18    Integrated Marketing Communications

 

Chap. 19    Crisis Management

From the Publisher

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.  

From the Jacket

The first (1970) and second (1989) editions of this book played a significant role in establishing the philosophy of aesthetic education as a widely accepted basis for the field of music education in the United States and around the world. Few if any alternative philosophies were offered during those times, allowing the field to establish a strong, common bond of values and aspirations, powerfully fueled by the widespread adoption of this book.

In the 1990s and to the present, professional philosophical work in music education grew dramatically, leading to a higher degree of sophistication and the emergence of more varied alternatives than ever before in its history. Confusion about basic values began to be felt, with concomitant loss of security and of a broadly shared vision. Fragmentation and disunity became a real possibility.

This edition offers a synergistic solution to problems of professional philosophical uncertainty. It argues that what seem to be alternative value positions are better viewed as varied approaches to goals most music educators share, goals now encompassing a wider diversity of values than had previously been recognized.

A key addition is the author''s new theory of intelligence, based on roles rather than frames of mind. By demonstrating how each of various musical roles constitutes a particular manifestation of intelligence, he liberates the concept of intelligence from its traditional and continuing narrowness. The challenging implications of the philosophy are spelled out both as the conclusion of each chapter and as the culminating chapters of the book.

About the Author

Fraser P. Seitel is a veteran of more than three decades in the practice of public relations. 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 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 is a frequent contributor to cable television. Among other programs, he has appeared on Fox News Channel's The O'Reilly Factor, Fox and Friends, Rivera Live, Fox Weekend, and On the Record with Greta Van Susteren; MSNBC's The News with Brian Williams and Nachman; CNBC's Wall Street Journal Report; and CNN's Connie Chung Tonight, Inside Politics, and Larry King Live. Mr. Seitel has counseled hundreds of corporations, nonprofits, associations, and individuals in the area 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. Over the course of his career, Mr. Seitel has taught thousands of public relations professionals and students. After studying and examin
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Editorial Reviews

"The author is one of the few people who actually has something unique and important to say about the present state of music education in the world." — Dr. John Kratus, Michigan State University

"This is a broad, sweeping text. While the core issues and perspectives of the previous editions have been maintained, here they are framed and explored in light of contemporary perspectives, theories, research findings, and curricular developments. This book examines the unique value of music and music learning, explains why school music education has been such a successful enterprise in the past, and proposes future directions for continued growth." — Dr. Steven Morrison, University o f Washington

"Reimer is perhaps the most progressive thinker in music education because he is so knowledgeable and compassionate about current trends in philosophy, education, and psychology." — Dr. Carlos Xavier Rodriguez, University of Iowa

"This ''revisioning'' of his philosophy stakes some new ground as it adroitly and cogently addresses the tough questions faced by twenty-first century music educators. This volume is required reading for everyone concerned with the theory and practice of American music education." — Dr. James F. Daugherty, University of Kansas

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