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.
In this iteration emphasizing the Internet's dramatic impact on the public relations field, a PR veteran introduces the field's evolution, validation, activation, its publics, and future. Chapters feature ethical questions, "backgrounders" on issues, Internet-geared questions, case studies, and interviews with the likes of management guru Peter Drucker. Appends the Public Relations Society of America's professional code of standards, the questionnaire for an advertising effectiveness study, definitions of terms used in PR evaluation, information on audio-visual supports, key cyberspace terms and sites, online databases, leading media directories worldwide, corporate reporting requirements, and an annual meeting checklist. No dates are given for previous editions. Annotation c. Book News, Inc., Portland, OR (booknews.com)