This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.Pairing Fraser Seitel’s unique, humorous voice with the most up-to-date case studies, interviews, news photos, and other techniques, the Practice of Public Relations is truly an “in-your-face” Public Relations textbook.
Part I Evolution
Chapter 1 Defining Public Relations 1
Chapter 2 The History and Growth of Public Relations 24
Part II Preparation/Process
Chapter 3 Communication 48
Chapter 4 Public Opinion 65
Chapter 5 Management 83
Chapter 6 Ethics 105
Chapter 7 The Law 126
Chapter 8 Research 146
Part III The Publics
Chapter 9 Media 167
Chapter 10 Social Media 199
Chapter 11 Employee Relations 227
Chapter 12 Government Relations 249
Chapter 13 Community Relations 273
Chapter 14 International Consumer Relations 294
Part IV Execution
Chapter 15 Public Relations Writing 311
Chapter 16 Integrated Marketing Communications 330
Chapter 17 Crisis Management 348
Chapter 18 Launching a career 365
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Fraser P. Seitel is a veteran of four decades in the practice of public relations. (Although he is still extraordinarily young!) 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.
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