Product Description

To succeed in public relations, professionals need an innate sense of the power, excitement, and value to society's primary institutions of its practice. This book uses a unique approach combined with engaging interviews and up-to-date case studies which prompt readers to think critically about the field. Seitelprepares readers to deal with a full range of situations and to arrive at effective, ethical solutions.

Product Details

• Amazon Sales Rank: #628149 in Books
• Published on: 2006-08-25
• Original language: English
• Binding: Paperback
• 480 pages

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 examining many texts in public relations, he concluded that none of them "was exactly right:" Therefore, in 1980, he wrote the first edition of The Practice of Public Relations "to give students a feel for how exciting this field really is:" In more than two decades of use at hundreds of colleges and universities, Mr. Seitel's book has introduced generations of students to the excitement, challenge, and uniqueness of the practice of public relations.

Customer Reviews

Excellent PR text for students!
This textbook is quite possibly one of the finest I've ever used. It is written in a very accessible, friendly style that made reading assigned chapters less of a chore than other textbooks. At the same time, it is not "dumbed" down.

If more textbook authors used Seitel's book as a guide, maybe more students would actually take the time to read their assignments. Both intellegent and accessible, in some spots even humorous, Seitel has given the student a wonderful resource.

Any good teacher/professor knows that if information is more accessible, it can be retained that much better.

Seitel presents several examples of PR success and PR disaster. From the classic "R-O-L-A-I-D-S Spells Relief" PR campaign to the Exxon Valdez PR disaster, each accounting is explained and with the pros and cons of how the PR was handled, and what should or should not have been the course of action.

Seitel also looks at political PR, the history of the profession, different types of PR campaigns, and other important facets of the PR world.

This is an excellent reference for the student, and should be on his bookshelf long after he has an office in the PR Department.