PRACTICE OF PUBLIC RELATIONS

by Fraser P. Seitel, Seitel, Fraser P. Seitel, Fraser P.

The sixth edition, now full-color and streamlined, is designed to carry public relations into the year 2000. It emphasizes the practical nature of public relations work. KEY Full chapters are now devoted to video, integrated marketing communications, and multi-cultural communications. Over half of the interviews with public relations professionals are new. New coverage ranges from Bill Clinton's use of communications to the escalating use of public relations overseas to the changing technological realm in which public relations must operate.

Genres: Communication, Business, Nonfiction

576 pages, Hardcover

First published January 1, 1980

Reviews

[CJ]

college coursework

[Chido Nwakanma · Rating 5 out of 5]

The Practice of Public Relations offers a robust and engaging explication of the field. I found several sections very practical as promised in the book title. Then there are others that offer deep insights into the history, ethics, and drawbacks of public relations.
Seitel offers a distinct definition that focuses on influence, public opinion, and mutuality. He states that Public Relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.
He identifies two critical roles for public relations: management interpreter and public interpreter. The book also takes on the issue of spin and absolves public relations of the crime of “spinning the facts” to deceive the public.
Chapter 4 on Public Opinion is a must read. It speaks to reputation management in an era of media dominance influencing public attitudes.
Part Two deals with all the hands-on issues. It covers research, law, ethics, media relations, employee relations, crisis communication, government relations, community relations. Part Two of this book is recommended reading for newbies as well as old hands in the profession.
Part Two offers so much value it is worth the price of the book in any currency.
Best to look for a more recent edition. My edition, the Eleventh, has a 2011 date for the International Edition. It tackles Public Relations and social media in its early days. Invaluable counsel, but so much has happened in the field that requires updating. The principles canvassed are sound.

[Scott · Rating 4 out of 5]

Fraser Seitel's textbook is about as good a basic public relations textbook you will find. It's well organized and each chapter topic can be digested in about 20 minutes.
A few quibbles with the book; although this (13th edition) was billed as a "Global" version, there is very few international perspectives on PR. Practices of PR differ globally, and there is no acknowledgement of it. The book is very American-centric, even in its case studies that make great learning assignments for students (the exception is a case that involved Vladimir Putin, but that of course also involved an American PR company).
The author's perspective on journalism and media relations is skewed as well, and some passages I found borderline insulting. It was apparent to me (someone who has worked in both journalism and PR) that the author didn't really grasp how Earned Media see their role.
All in all, though, I would recommend this book as a lively way of diving into an introduction to PR.

[William Esteves · Rating 5 out of 5]

My 1st great PR book in my professional life. Fraser Seitel is a real big leaguer in PR practice!

[Joe Cole · Rating 5 out of 5]

This was a required text for my intro to PR class and i thought it did a great job at summing up a complicated and sensitive industry.. I've read the whole thing cover to cover and I've referenced it for many other classes too.

[Desiree' · Rating 3 out of 5]

For school.

[Steven Hummer · Rating 1 out of 5]

One of those books that I am happy to be done with. It's not the fact that it was a textbook that made me so upset rather it was the way the content was presented.
Content clearly delivered from a author on the far left who glorified the Clintons and even bin Laden (because he is or now you can say was thanks to the Navy SEALS a master of PR don't you know?) while showing President Bush and Vice President Dick Cheney in a bad light. Because of the whole hunting accident and the author could not go more than a chapter or tow without taking a shot at the war on terror, the troops or the President (sometimes it was all three points at once). What kind of a world do we live in where you can praise the mastermind of 9/11 and throw your own President under the bus? There was a nice chapter on PR and the internet. It talked about podcasting and gave advice on how to start one and that was entreating but that does not redeem the rest of the book.

[Andi · Rating 2 out of 5]

I read this book for a college class. I'm a public relations major, so I've read lots of books on the subject. This textbook was just ok. Each chapter had more data tables (such as the top 100 blogs of 2010... useless) and "case studies" of celebrities in crisis (without any of the attributes of a real case study, like info about their PR efforts or what eventually happened to their reputation) than information. The last half of the book, about digital PR, was severely outdated despite this being the newest edition. Without all the extras, each chapter was only a couple pages long, and was mostly fluff.

Seitel should have focused on the theories of PR - information which can never go out of date - rather than topical info that changes constantly.

I normally keep textbooks from courses within my major, but I'm selling this one back to the college bookstore immediately.

[Jennifer · Rating 4 out of 5]

Lots of solid usable information, worth spending the money on so far.

[Asri Yunita]

i want to see this book please

[Mike Paul · Rating 5 out of 5]

Excellent book. Also proud to be among the contributors interviewed within it for our public relations expertise.

[Sonam Puri · Rating 4 out of 5]

Requires you to have some basic understanding of the concept of Public Relations to interpret.