Practice of Public Relations

ISBN-10: 0132304511
ISBN-13: 9780132304511
Edition: 10th 2007 (Revised)
List price: $128.00 Buy it from $3.00
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Description: Long admired as the ldquo;practitionersrdquo; Public Relations text, Seitels The Practice of Public Relationscontinues its tradition as the most visual, up-to-date and straightforward principles text available. For the aspiring student of public  More...

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Book details

List price: $128.00
Edition: 10th
Copyright year: 2007
Publisher: Prentice Hall PTR
Publication date: 7/27/2006
Binding: Paperback
Pages: 480
Size: 8.25" wide x 10.25" long x 1.00" tall
Weight: 1.848
Language: English

Long admired as the ldquo;practitionersrdquo; Public Relations text, Seitels The Practice of Public Relationscontinues 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, Seitels text leads the reader thru the evolution of the practice, the preparation and process necessary to reach a variety of ldquo;publicsrdquo; 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.nbsp;nbsp;

Foreword
Preface
Acknowledgments
About the Author
Evolution
What Is Public Relations, Anyway?
Prominence of Public Relations
Planned Process to Influence Public Opinion
Public Relations as Management Interpreter
Public Relations as Public Interpreter
Speaking of Ethics: Communicating Terror-in English
The Functions of Public Relations
The Curse of "Spin"
What Manner of Man or Woman?
Talking Points: The Scanlon Scandal and the Problem with Public Relations
Last Word
Discussion Starters
Top of the Shelf: Public Relations: The Complete Guide
Case Study: The Rise and Fall and Rise of Queen Martha
Voice of Authority: An Interview with Harold Burson
Suggested Readings
Notes
The Growth of Public Relations
Ancient Beginnings
Early American Experience
Speaking of Ethics: The Church's Spring of Shame
Later American Experience
Talking Points: P.T. Barnum Lives
The Real Father of Modern Public Relations
The Growth of Modern Public Relations
Public Relations Comes of Age
Public Relations Education
Last Word
Discussion Starters
Top of the Shelf: The Father of Spin: Edward L. Bernays and the Birth of Public Relations
Case Study: The Tylenol Murders
Voice of Authority: An Interview with Edward L. Bernays
Suggested Readings
Notes
Preparation/Process
Communication
Goals of Communication
Traditional Theories of Communication
Contemporary Theories of Communication
The Word
Talking Points: Profizzle of Lexicizzle
Speaking of Ethics: Messing with the Medium
Receiver's Bias
Feedback
Talking Points: Whaaat?
Last Word
Discussion Starters
Top of the Shelf: You're Too Kind: A Brief History of Flattery
Case Study: Wal-Mart Wages War to Regain Its Reputation
Voice of Authority: An Interview with Mona Williams
Suggested Readings
Notes
Public Opinion
What Is Public Opinion?
What Are Attitudes?
How Are Attitudes Influenced?
Motivating Attitude Change
Power of Persuasion
Speaking of Ethics: Sony Spray-Paints Public Opinion
Influencing Public Opinion
Polishing the Corporate Image
Managing Reputation
Talking Points: Winning Reputation...
Talking Points:...Losing Reputation
Last Word
Discussion Starters
Top of the Shelf: The New York Times
Case Study: Dressed for Success: The NBA Cleans Up Its Image
Voice of Authority: An Interview with Kathleen Hessert
Suggested Readings
Notes
Management
Management Process of Public Relations
Reporting to Top Management
Speaking of Ethics: Super-Sized Duplicity?
Conceptualizing the Public Relations Plan
Creating the Public Relations Plan
Activating the Public Relations Campaign
Setting Public Relations Objectives
Budgeting for Public Relations
Talking Points: Fudging the Fleishman Budget
Implementing Public Relations Programs
The Public Relations Department
The Public Relations Agency
Reputation Management
Where Are the Jobs?
What Does It Pay?
Women and Minorities
Last Word
Discussion Starters
Top of the Shelf: IdeaWise: How to Transform Your Ideas into Tomorrow's Innovations
Case Study: Exxon Corporation's Bad Good Friday
Voice of Authority: An Interview with Peter Drucker
Suggested Readings
Notes
Ethics
Are We Doing the Right Thing?
Ethics in Business
Corporate Codes of Conduct
Corporate Social Responsibility
Ethics in Government
Talking Points: Ethical Rocky Road at Ben & Jerry's
Ethics in Journalism
Speaking of Ethics: Ducking the High Hard One
Ethics in Public Relations
Talking Points: Test Your Workplace Ethics
Last Word
Discussion Starters
Top of the Shelf: The Governance Game: Restoring Boardroom Excellence and Credibility in Corporate America
Case Study: Ketchum Captured in Pay-for-Play Ethical Lapse
Voice of Authority: An Interview with Howard Rubenstein
Suggested Readings
Notes
The Law
Public Relations and the Law: An Uneasy Alliance
Talking Points: Saving the Juice
Public Relations and the First Amendment
Public Relations and Defamation Law
Public Relations and Insider Trading
Public Relations and Disclosure Law
Public Relations and Ethics Law
Public Relations and Copyright Law
Public Relations and Internet Law
Speaking of Ethics: Seizing the Prepubescent Pirates
Litigation Public Relations
Last Word
Discussion Starters
Top of the Shelf: Slander: Liberal Lies About the American Right
Case Study: Winning a National Venue for Eminent Domain
Voice of Authority: An Interview with John Kramer
Suggested Readings
Notes
Research
Essential First Step
What Is Research?
Principles of Public Relations Research
Types of Public Relations Research
Methods of Public Relations Research
Talking Points: Figures and Faces-Lie
Speaking of Ethics: Assessing an "Unbiased" Testing Agency
Evaluation
Research and the Web
Using Outside Research Help
Last Word
Discussion Starters
Top of the Shelf: The Best of Branding
Case Study: Researching a Position for Alan Louis General
Voice of Authority: An Interview with John James Fahey
Suggested Readings
Notes
The Publics
Print Media Relations
Number One Medium
Objectivity in the Media
The Internet Factor
Dealing with the Media
Attracting Publicity
Value of Publicity
Pitching Publicity
Online Publicity
Dealing with the Wires
Speaking of Ethics: Condemning the Prize-Winning Wire Photo
Measuring Publicity
Handling Print Interviews
Talking Points: One-Minute Media Relations
Press Conferences
Talking Points: Confessions of a Media Maven
Last Word
Discussion Starters
Top of the Shelf: Media Relations: From a Journalist's Perspective
Case Study: Bagging the Elusive Exclusive
Voice of Authority: An Interview with John Stauber
Suggested Readings
Notes
Electronic Media Relations
24/7 Television News
Speaking of Ethics: Judging the Judge at American Idol
Handling Television Interviews
Video News Releases
Talking Points: When Is a Television Spokesman Not a Spokesman?
Satellite Media Tours
Public Service Announcements
Growth of Talk Radio
Last Word
Discussion Starters
Top of the Shelf: 60 Minutes
Case Study: They're Heeere!
Voice of Authority: An Interview with Rita Cosby
Suggested Readings
Notes
Employee Relations
Strong Employee Relations Equals Solid Organizations
Speaking of Ethics: Scripting the Trust Gap
Dealing with the Employee Public
Communicating Effectively in a Sea of Doubt
Credibility: The Key
S-H-O-C the Troops
Employee Communications Tactics
Talking Points: Preempting Sicko
The Grapevine
Last Word
Discussion Starters
Top of the Shelf: Corporate Conversations: A Guide to Crafting Effective and Appropriate Internal Communications
Case Study: The Chairman's E-Mail
Voice of Authority: An Interview with Shaunee L. Wallace
Suggested Readings
Notes
Multicultural Community Relations
Community Social Responsibility
Community Relations Expectations
Community Relations Objectives
Community Relations on the Internet
Serving Diverse Communities
Speaking of Ethics: Losing Support for Supporting Gay Rights
Nonprofit Public Relations
Talking Points: 13 Rules for Radicals
Master of Many Trades
Last Word
Discussion Starters
Top of the Shelf: Rules for Radicals: A Practical Primer for Realistic Radicals
Case Study: The Summers of Harvard's Diversity Discontent
Voice of Authority: An Interview with Mike Paul
Suggested Readings
Notes
Government Relations
Public Relations in Government
Talking Points: The First Public Relations Lady
Speaking of Ethics: Shooting V.P."Ducks" the Media
Lobbying the Government
Political Action Committees
Dealing with Local Government
Last Word
Discussion Starters
Top of the Shelf: Lipstick on a Pig
Case Study: The Katrina Kalamity
Voice of Authority: An Interview with Scott McClellan (Not)
Suggested Readings
Notes
Consumer Relations
Consumer Relations Objectives
Consumer-Generated Media
Office of the Ombudsperson
The Consumer Movement
Federal Consumer Agencies
Speaking of Ethics: So You Want to Be an Ombudsperson
Consumer Activists on the Internet
Business Gets the Message
Talking Points: Promoting an Unapologetic Monster
Last Word
Discussion Starters
Top of the Shelf: Mew Product Launch: 10 Proven Strategies
Case Study: Tobacco Wars
Voice of Authority: An Interview with Amy Binder
Suggested Readings
Notes
International Relations
Operating Around the Globe
Talking Points: Global Brand Leaders
Hopscotching the World for Public Relations
Speaking of Ethics: Socialist's Social Responsibility One-Ups Big Oil
Talking Points: Think Multilingual-Or Else
Talking Points: Straighten Out Your English-Or Else
Communicating to the Global Village
Last Word
Discussion Starters
Top of the Shelf: Global Communication: Theories, Stakeholders, and Trends, 2nd ed.
Case Study: Karen Hughes Stumbles Selling Uncle Sam
Voice of Authority: An Interview with Shashi Tharoor
Suggested Readings
Notes
Execution
Public Relations Writing
Writing for the Eye and the Ear
Fundamentals of Writing
Flesch Readability Formula
The Beauty of the Inverted Pyramid
Talking Points: Nonreadability
The News Release
Talking Points: Just the Facts
News Release News Value
News Release Content
News Release Style
News Release Essentials
Talking Points: News Release Taboo Terms
Speaking of Ethics: Bad Taste News Release
Talking Points: The Sassy Style of the Internet
The Media Kit
The Pitch Letter
Other Print Vehicles
Writing for the Ear
Last Word
Discussion Starters
Top of the Shelf: The Business Style Handbook
Case Study: The Raina, Inc., News Release
Voice of Authority: An Interview with Bonnie Grossman
Suggested Readings
Notes
Integrated Marketing Communications
Public Relations vs. Marketing vs. Advertising
Product Publicity
Talking Points: Taco Bell's Publicity Bull's-Eye
Third-Party Endorsement
Building a Brand
Integrating Marketing with Public Relations
Speaking of Ethics: Taking a Chance on Controversial Kate
Public Relations Advertising
Purposes of Public Relations Advertising
Twenty-First-Century Integrated Marketing
Talking Points: The Top 10
Last Word
Discussion Starters
Top of the Shelf: The Fall of Advertising and the Rise of PR
Case Study: Reviving the Bryant Brand
Voice of Authority: An Interview with Marina Maher
Suggested Readings
Notes
Public Relations and the Internet
Defining the Internet
The Internet as Communications Medium
Public Relations Internet Challenge
E-Mail: The Dominator
Developing a Winning Web Site
Speaking of Ethics: Wal-Mart Unleashes the Bloggers
Monitor the Internet...or Else!
Product Promotion on the Internet
Investor Relations on the Internet
Of Intranets/Extranets, Wikis, Podcasts, and RSS Feeds
Talking Points: Confronting a Sticky Wiki
Last Word
Discussion Starters
Top of the Shelf: Buzz Marketing with Blogs for Dummies
Case Study: Wassup at the Wassup Chat Room?
Voice of Authority: An Interview with Shel Holtz
Suggested Readings
Notes
Crisis Management
Issues Management
Emergence of Risk Communication
Managing in a Crisis
Planning in a Crisis
Communicating in a Crisis
Speaking of Ethics: The Times Strikes Macy's with Hot Air
Engaging the Media
Talking Points: The Lessons of Valdez
Talking Points: When "No Comment" and "Comment" Are Equally Catastrophic
Talking Points: Twenty-First-Century Public Relations Hero
Last Word
Discussion Starters
Top of the Shelf: Tough Calls
Case Study: Wendy's Fingers a Hoaxer
Voice of Authority: A Final Word to the Wise (Student): An Interview with Bill Heyman
Suggested Reading
Notes
PRSA Member Code of Ethics 2000
PRIA Code of Ethics
Credits
Index

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*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

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