Practice of Public Relations 10e
F. Seitel

Ocena: 0 (0 głosów)

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. How important do you find the currency of your text?Only Seitel with his network of PR professionals and spokesperson role on so many high profile PR cases (such as the rise, fall and resurrection of Martha Stewart or the Administrations handling of Hurricane Katrina) can write such a current book. These contemporary cases are complemented by the field's most historic conundrums as well as hypothetical student cases.NEW! Voice of Authority. New interviews with distinguished communicators from the worlds of management, media, and academe, including: Harold Burson and Howard Rubenstein - two of the most legendary public relations counselors (pgs. 20, 126)Rita Cosby - cable TV talk show star (pg. 216)Mona Williams - Wal-Mart public relations chief (pg. 62)Shel Holtz - Internet communications guru (pg. 397)John Stauber - the public relations industry's most notorious critic (pg. 199)NEW! Talking Points. Features that expose off-line curiosities that make the practice of public relations such a fascinating art form. (examples, pgs. 13, 75, 122)NEW! Suggested Readings. Encompassing the most comprehensive, post-2000 bibliography in public relations literature. (examples, pgs. 81, 200, 355)NEW! Associated Press photos. Taken straight from the news wire, add a real-life feel to this edition that isn't found in any other textbook. (examples, pgs. 65, 108, 173)How do you address ethics in your public relations classes?This edition focuses on the ethical base that provides the theoretical foundation of effective communications and publics relations. The book's introductory chapters place significant attention on how an understanding of and facility with communications research, theory, and public opinion can be applied to strategic public relations planning and creation of believable and persuasive messages. NEW! Speaking of Ethics. Seen in each chapter, this feature complements introductory theoretical material and brings to life the daily dilemmas that confront professional public relations practitioners - examples include Catholic Church scandals, Sony's spray painting publicity campaign, and American Idol rumors. (examples, pgs. 25, 70, 204)Do you find your students connecting with their text?Author Writing Style - This text is unlike any other text undergraduate communication, media and marketing students will read. Through the use of humor, Seitel continues to balance appropriate theoretical coverage with a lighthearted and opinionated prose that infuses the subject with the energy that is the industry.Visuals - With over 75 photographs and in full color, this tenth edition is the most visual text on the market.