For courses in Introduction to Public Relations and Public Relations Practice, offered by Departments of Communication Studies, Journalism or Marketing.
The Practice of Public Relations leads the reader through 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.
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 through 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.
Table of Contents
Chapter 1 What Is Public Relations, Anyway?
Chapter 2 The History and Growth of Public Relations
Part 2 Preparation/Process
Chapter 3 Communication
Chapter 4 Public Opinion
Chapter 5 Management
Chapter 6 Ethics
Chapter 7 The Law
Chapter 8 Research
Part 3 The Publics
Chapter 9 Media Relations/Print & Broadcast
Chapter 10 Employee Relations
Chapter 11 Community Relations
Chapter 12 Government Relations
Chapter 13 Consumer Relations
Chapter 14 International Relations
Part 4 Execution
Chapter 15 Public Relations Writing
Chapter 16 Writing for the Eye and Ear
Chapter 17 Integrated Marketing Communication
Chapter 18 Public Relations and Social Media
Chapter 19 Crisis Management
Chapter 20 Launching a Career
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Practice of Public Relations, The, CourseSmart eTextbook, 11th Edition
Format: Safari Book
$66.99 | ISBN-13: 978-0-13-608891-2