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The Practice of Public Relations (12th Edition), by Fraser P. Seitel
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Pairing Fraser Seitel’s unique, humorous voice with the most up-to-date case studies, interviews, news photos, and other techniques, the Practice of Public Relations is truly an “in-your-face” Public Relations textbook.
The 12th edition continues the theme of giving readers the knowledge and skills they need to know to be successful in today’s world of public relations —including heavy emphasis on social media and ethics.
- Sales Rank: #19950 in Books
- Brand: Seitel, Fraser P./ Rockefeller, David (FRW)
- Published on: 2013-05-26
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 10.10" h x .70" w x 8.00" l, 1.65 pounds
- Binding: Paperback
- 456 pages
About the Author
Fraser P. Seitel is a veteran of four decades in the practice of public relations. (Although he is still extraordinarily young!) 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 The 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 regular guest on television and radio. In addition to his appearances on a variety of programs on the Fox News Network, he has appeared on ABC’s Good Morning America, CNBC’s Power Lunch, CNN’s Larry King Live, as well as on MSNBC, Fox Business Network, the Fox Radio Network and National Public Radio.
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 not one 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 three 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.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Great book
By Rose21
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.
4 of 6 people found the following review helpful.
This was by far the worst textbook I have ever read
By Melissa B.
This was by far the worst textbook I have ever read, including hard science textbooks. I absolutely hate it. It is poorly written with grammatical errors, contradictions, and inaccuracies. You would think by the 12th edition they would have sorted this out. For example, his description of cognitive dissonance is actually a description of confirmation bias, as anyone who has taken even one psychology course should be able to tell you. That is just one example of how sloppy and inaccurate this book is. There also seemed to be no consistent pattern in whether he used the word "communication" or "communications" though they mean different things. This was confusing at times. These errors are harder to stomach since he harps on the importance of accuracy so often.
His arguments were also weak. One passage that stands out is his argument that sometimes "the person is the message." This argument was so weak that he couldn't even carry it through and in the same section concludes that sometimes the person is JUST AS important "as the message itself." Obviously, that isn't consistent with the argument he was originally trying to make.
The book is also clearly biased toward conservative viewpoints. This wouldn't have been so frustrating if it didn't so obviously conflict with his frequent messages about being objective. To make matters worse, there are passages that are borderline racist, and some of the implications of the text about women (including passages concerning rape allegations) were offensive. While I understand that he is making an effort to include discussions of current events and addressing several controversial topics, his commentary was disrespectful and even flippant at times. On another note, he often made lame jokes and used outdated slang. Overall, the book was extremely unprofessional.
These issues were so infuriating that it was very difficult to get through the book and I dreaded reading it. I expected much more from such an expensive, well-regarded textbook.
1 of 1 people found the following review helpful.
Ok
By Nicole Theodore
In decent condition. First page came off when I opened the book but it's the only loose page. A lot of highlighting but good reads.
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