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Practice of Public Relations, The, CourseSmart eTextbook, 11th Edition

By Fraser P. Seitel

Published by Prentice Hall

Published Date: Feb 12, 2010

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Description

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

Part 1        Evolution
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