by Fraser P. Seitel
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Product Description
Long admired as the “practitioners” Public Relations text, Seitel's The Practice of Public Relations continues 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, Seitel's text leads the reader thru the evolution of the practice, the preparation and process necessary to reach a variety of “publics” 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.
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Average Customer Review:
0 of 8 people found the following review helpful:
 Just as Promised, 2005-10-05
The book arrived in a timely manner and it was in the condition that I expected. I would order from this vendor again.
4 of 6 people found the following review helpful:
 Expensive and Confusing, 2005-09-17
The layout and language of this extremely expensive textbook, written by one of the most seasoned and successful PR practitioners, unfortunately makes this book almost unreadable. Not only is it completely boring, but the language makes the topics seem very vague and disconnected from practical PR practice.
Chapters in this book are much too long. One can infer from the title of the book that it will cover PR practice in great detail, however, the most important topic the book covers "the execution of public relations" only gets 112 pages of a nearly 600 page book.
12 of 14 people found the following review helpful:
Practical Public Relations at its best!, 2003-08-09
I've been using this book for about a year, as a professor teaching Public Relations. I like it, and the students always say it's a great book. It has just enough theory, plus a lot of practical application. The high point, and what students like best, is the series of case studies. There's one in each chapter, 20 in all. I know from personal experience, having spent 15 years as a "PR Man," before turning professor, that these cases are real-life examples of what to do, and especially, what not to do! Entertaining and interesting, while still being an excellent text. Much better than other books sometimes used for Public Relations courses.
0 of 4 people found the following review helpful:
Practice of Public Relations (8th Edition), 2002-11-07
I have never enjoyed a textbook this much! It is timely, interesting and provocative.
2 of 6 people found the following review helpful:
Seitel Succeeds, 2002-08-20
Practice of Public Relations is laden with strengths. While it covers public relations in a variety of disciplines, such as multicultural, and it covers a variety of case studies, such as the infamous Exxon Valdez disaster, its sheer strength lies in its writing style. Seitel's style is quite distinct from many other texts, whose writers preach the importance of writing, but fail to practice it. Similar to Michael Levine's Guerrilla PR: Wired, Seitel understands that a message will have less impact if the message is difficult to comprehend. Both Levine and Seitel make a welcome effort to rely on a friendly, warm, and inviting writing style, one that engages the reader. Practice of Public Relations strives to keep up with an ever-changing public relations landscape. While releases retain their importance, it is equally important to consider video. Similarly, the target public may not be any one demographic, but a multicultural one, each with its own concerns, preferences, gatekeepers, and trusted sources of information. Also, the book takes into consideration the synergy of integrated marketing communication. Public relations does not operate in a vaccuum, and Practice of Public Relations takes that into consideration. Above all else, the book lives up to its title, explaining the practice of public relations rather than being a lengthy tome on the theory behind the practice.
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