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The Practice of Public Relations

ISBN: 9780132304511 | 0132304511
Edition: 11th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2011

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SummaryTable of ContentsAuthor Biography
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 rol... MORE
Forewordxxi
Prefacexxiii
Acknowledgmentsxxvi
About the Authorxxix
Part I Evolution
... MORE
What Is Public Relations, Anyway?
1(21)
Prominence of Public Relations
2(2)
Planned Process to Influence Public Opinion
4(2)
Public Relations as Management Interpreter
6(1)
Public Relations as Public Interpreter
7(4)
Speaking of Ethics Communicating Terror---in English
8(3)
The Functions of Public Relations
11(1)
The Curse of ``Spin''
12(1)
What Manner of Man or Woman?
13(3)
Talking Points the Scanlon Scandal and the Problem with Public Relations
13(2)
Last Word
15(1)
Discussion Starters
16(5)
Top of the Shelf Public Relations: The Complete Guide
16(1)
Case Study the Rise and Fall and Rise of Queen Martha
17(3)
Voice of Authority An Interview with Harold Burson
20(1)
Suggested Readings
21(1)
Notes
21(1)
The Growth of Public Relations
22(23)
Ancient Beginnings
23(1)
Early American Experience
24(2)
Speaking of Ethics The Church's Spring of Shame
25(1)
Later American Experience
26(3)
Talking Points P.T. Barnum Lives
28(1)
Ivy Lee: The Real Father of Modern Public Relations
29(2)
The Growth of Modern Public Relations
31(3)
Public Relations Comes of Age
34(2)
Public Relations Education
36(2)
Last Word
37(1)
Discussion Starters
38(5)
Top of the Shelf the Father of Spin: Edward L. Bernays and the Birth of Public Relations
38(1)
Case Study The Tylenol Murders
39(3)
Voice of Authority An Interview with Edward L. Bernays
42(1)
Suggested Readings
43(1)
Notes
44(1)
Part II Preparation/Process
Communication
45(19)
Goals of Communication
46(1)
Traditional Theories of Communication
47(1)
Contemporary Theories of Communication
48(2)
The Word
50(3)
Talking Points Profizzle of Lexicizzle
51(1)
Speaking of Ethics Messing with the Medium
52(1)
Receiver's Bias
53(2)
Feedback
55(2)
Talking Points Whaaat?
56(1)
Last Word
57(1)
Discussion Starters
57(6)
Top of the Shelf You're Too Kind: A Brief History of Flattery
57(1)
Case Study Wal-Mart Wages War to Regain Its Reputation
58(4)
Voice of Authority An Interview with Mona Williams
62(1)
Suggested Readings
63(1)
Notes
63(1)
Public Opinion
64(19)
What Is Public Opinion?
66(1)
What Are Attitudes?
66(1)
How Are Attitudes Influenced?
67(2)
Motivating Attitude Change
69(1)
Power of Persuasion
69(3)
Speaking of Ethics Sony Spray-Paints Public Opinion
70(2)
Influencing Public Opinion
72(1)
Polishing the Corporate Image
73(1)
Managing Reputation
74(2)
Talking Points Winning Reputation . . .
75(1)
Talking Points . . . Losing Reputation
75(1)
Last Word
76(1)
Discussion Starters
76(5)
Top of the Shelf The New York Times
77(1)
Case Study Dressed for Success: The NBA Cleans Up Its Image
77(3)
Voice of Authority An Interview with Kathleen Hessert
80(1)
Suggested Readings
81(1)
Notes
81(2)
Management
83(25)
Management Process of Public Relations
84(1)
Reporting to Top Management
85(1)
Speaking of Ethics Super-Sized Duplicity?
86(1)
Conceptualizing the Public Relations Plan
86(1)
Creating the Public Relations Plan
87(2)
Activating the Public Relations Campaign
89(1)
Setting Public Relations Objectives
90(1)
Budgeting for Public Relations
91(2)
Talking Points Fudging the Fleishman Budget
92(1)
Implementing Public Relations Programs
93(1)
The Public Relations Department
94(2)
The Public Relations Agency
96(1)
Reputation Management
97(2)
Where Are the Jobs?
99(1)
What Does It Pay?
100(1)
Women and Minorities
100(2)
Last Word
101(1)
Discussion Starters
102(4)
Top of the Shelf IdeaWise: How to Transform Your Ideas into Tomorrow's Innovations
102(1)
Case Study Exxon Corporation's Bad Good Friday
103(2)
Voice of Authority An Interview with Peter Drucker
105(1)
Suggested Readings
106(1)
Notes
106(2)
Ethics
108(20)
Are We Doing the Right Thing?
111(1)
Ethics in Business
112(1)
Corporate Codes of Conduct
113(1)
Corporate Social Responsibility
114(2)
Ethics in Government
116(1)
Talking Points Ethical Rocky Road at Ben & Jerry's
116(1)
Ethics in Journalism
117(4)
Speaking of Ethics Ducking the High Hard One
118(3)
Ethics in Public Relations
121(2)
Talking Points Test Your Workplace Ethics
122(1)
Last Word
123(1)
Discussion Starters
123(4)
Top of the Shelf The Governance Game: Restoring Boardroom Excellence and Credibility in Corporate America
124(1)
Case Study Ketchum Captured in Pay-for-Play Ethical Lapse
124(2)
Voice of Authority An Interview with Howard Rubenstein
126(1)
Suggested Readings
127(1)
Notes
127(1)
The Law
128(20)
Public Relations and the Law: An Uneasy Alliance
129(2)
Talking Points Saving the Juice
130(1)
Public Relations and the First Amendment
131(1)
Public Relations and Defamation Law
132(2)
Public Relations and Insider Trading
134(1)
Public Relations and Disclosure Law
135(1)
Public Relations and Ethics Law
136(1)
Public Relations and Copyright Law
136(1)
Public Relations and Internet Law
137(3)
Speaking of Ethics Seizing the Prepubescent Pirates
138(2)
Litigation Public Relations
140(2)
Last Word
141(1)
Discussion Starters
142(5)
Top of the Shelf Slander: Liberal Lies About the American Right
142(1)
Case Study Winning a National Venue for Eminent Domain
142(4)
Voice of Authority An Interview with John Kramer
146(1)
Suggested Readings
147(1)
Notes
147(1)
Research
148(25)
Essential First Step
149(1)
What Is Research?
149(1)
Principles of Public Relations Research
150(1)
Types of Public Relations Research
151(2)
Methods of Public Relations Research
153(11)
Talking Points Figures and Faces---Lie
161(2)
Speaking of Ethics Assessing an ``Unbiased'' Testing Agency
163(1)
Evaluation
164(2)
Research and the Web
166(2)
Using Outside Research Help
168(1)
Last Word
168(1)
Discussion Starters
169(3)
Top of the Shelf The Best of Branding
169(1)
Case Study Researching a Position for Alan Louis General
169(2)
Voice of Authority An Interview with John James Fahey
171(1)
Suggested Readings
172(1)
Notes
172(1)
Part III The Publics
Print Media Relations
173(28)
Number One Medium
175(3)
Objectivity in the Media
178(2)
The Internet Factor
180(1)
Dealing with the Media
181(3)
Attracting Publicity
184(1)
Value of Publicity
185(2)
Pitching Publicity
187(1)
Online Publicity
188(2)
Dealing with the Wires
190(1)
Speaking of Ethics Condemning the Prize-Winning Wire Photo
191(1)
Measuring Publicity
191(1)
Handling Print Interviews
192(2)
Talking Points One-Minute Media Relations
193(1)
Press Conferences
194(3)
Talking Points Confessions of a Media Maven
195(1)
Last Word
196(1)
Discussion Starters
197(3)
Top of the Shelf Media Relations: From a Journalist's Perspective
197(1)
Case Study Bagging the Elusive Exclusive
197(2)
Voice of Authority An Interview with John Stauber
199(1)
Suggested Readings
200(1)
Notes
200(1)
Electronic Media Relations
201(18)
24/7 Television News
203(2)
Speaking of Ethics Judging the Judge at American Idol
204(1)
Handling Television Interviews
205(2)
Video News Releases
207(2)
Talking Points When Is a Television Spokesman Not a Spokesman?
209(1)
Satellite Media Tours
209(2)
Public Service Announcements
211(1)
Growth of Talk Radio
212(2)
Last Word
214(1)
Discussion Starters
214(3)
Top of the Shelf 60 Minutes
215(1)
Case Study They're Heeere!
215(1)
Voice of Authority An Interview with Rita Cosby
216(1)
Suggested Readings
217(1)
Notes
218(1)
Employee Relations
219(23)
Strong Employee Relations Equals Solid Organizations
220(2)
Speaking of Ethics Scripting the Trust Gap
221(1)
Dealing with the Employee Public
222(1)
Communicating Effectively in a Sea of Doubt
222(2)
Credibility: The Key
224(1)
S-H-O-C the Troops
224(3)
Employee Communications Tactics
227(9)
Talking Points Preempting Sicko
237
The Grapevine
236(2)
Last Word
237(1)
Discussion Starters
238(3)
Top of the Shelf Corporate Conversations: A Guide to Crafting Effective and Appropriate Internal Communications
238(1)
Case Study the Chairman's E-Mail
239(1)
Voice of Authority An Interview with Shaunee L. Wallace
240(1)
Suggested Readings
241(1)
Notes
241(1)
Multicultural Community Relations
242(25)
Community Social Responsibility
243(4)
Community Relations Expectations
247(1)
Community Relations Objectives
248(1)
Community Relations on the Internet
249(2)
Serving Diverse Communities
251(5)
Speaking of Ethics Losing Support for Supporting Gay Rights
254(2)
Nonprofit Public Relations
256(2)
Talking Points 13 Rules for Radicals
258(1)
Master of Many Trades
258
Last Word
Discussion Starters
Top of the Shelf Rules for Radicals: A Practical Primer for Realistic Radicals
232(1)
Case Study the Summers of Harvard's Diversity Discontent
232(33)
Voice of Authority An Interview with Mike Paul
265(1)
Suggested Readings
266(1)
Notes
266(1)
Government Relations
267(25)
Public Relations in Government
269(11)
Talking Points The First Public Relations Lady
277(2)
Speaking of Ethics Shooting V.P.``Ducks'' the Media
279(1)
Lobbying the Government
280(5)
Political Action Committees
285(1)
Dealing with Local Government
285(1)
Last Word
286(1)
Discussion Starters
286(4)
Top of the Shelf Lipstick on a Pig
287(1)
Case Study The Katrina Kalamity
287(2)
Voice of Authority An Interview with Scott McClellan (Not)
289(1)
Suggested Readings
290(1)
Notes
291(1)
Consumer Relations
292(18)
Consumer Relations Objectives
293(1)
Consumer-Generated Media
294(1)
Office of the Ombudsperson
295(1)
The Consumer Movement
296(1)
Federal Consumer Agencies
297(1)
Speaking of Ethics So You Want to Be an Ombudsperson
297(1)
Consumer Activists on the Internet
298(2)
Business Gets the Message
300(2)
Talking Points Promoting an Unapologetic Monster
301(1)
Last Word
Discussion Starters
Top of the Shelf New Product Launch: 10 Proven Strategies
302(1)
Case Study Tobacco Wars
303(4)
Voice of Authority An Interview with Amy Binder
307(2)
Suggested Readings
309(1)
Notes
309(1)
International Relations
310(18)
Operating Around the Globe
311(1)
Talking Points Global Brand Leaders
312(1)
Hopscotching the World for Public Relations
312(9)
Speaking of Ethics Socialist's Social Responsibility One-Ups Big Oil
315(5)
Talking Points Think Multilingual---Or Else
320(1)
Talking Points Straighten Out Your English---Or Else
321(1)
Communicating to the Global Village
321(2)
Last Word
323(1)
Discussion Starters
323(4)
Top of the Shelf Global Communication: Theories, Stakeholders, and Trends, 2nd ed.
323(1)
Case Study Karen Hughes Stumbles Selling Uncle Sam
324(2)
Voice of Authority An Interview with Shashi Tharoor
326(1)
Suggested Readings
327(1)
Notes
327(1)
Part IV Execution
Public Relations Writing
328(28)
Writing for the Eye and the Ear
329(1)
Fundamentals of Writing
330(1)
Flesch Readability Formula
331(1)
The Beauty of the Inverted Pyramid
332(1)
Talking Points Nonreadability
332(1)
The News Release
333(2)
Talking Points Just the Facts
335(1)
News Release News Value
335(1)
News Release Content
335(4)
News Release Style
339(1)
News Release Essentials
340(4)
Talking Points News Release Taboo Terms
341(1)
Speaking of Ethics Bad Taste News Release
342(1)
Talking Points The Sassy Style of the Internet
343(1)
The Media Kit
344(4)
The Pitch Letter
348(1)
Other Print Vehicles
349(1)
Writing for the Ear
350(2)
Last Word
352(1)
Discussion Starters
352(3)
Top of the Shelf The Business Style Handbook
352(1)
Case Study The Raina, Inc., News Release
353(1)
Voice of Authority An Interview with Bonnie Grossman
354(1)
Suggested Readings
355(1)
Notes
355(1)
Integrated Marketing Communications
356(22)
Public Relations vs. Marketing vs. Advertising
357(1)
Product Publicity
358(3)
Talking Points Taco Bell's Publicity Bull's-Eye
360(1)
Third-Party Endorsement
361(1)
Building a Brand
362(2)
Integrating Marketing with Public Relations
364(4)
Speaking of Ethics Taking a Chance on Controversial Kate
367(1)
Public Relations Advertising
368(1)
Purposes of Public Relations Advertising
368(2)
Twenty-First-Century Integrated Marketing
370(3)
Talking Points the Top 10
372(1)
Last Word
373(1)
Discussion Starters
373(4)
Top of the Shelf The Fall of Advertising and the Rise of PR
373(1)
Case Study Reviving the Bryant Brand
374(2)
Voice of Authority An Interview with Marina Maher
376(1)
Suggested Readings
377(1)
Notes
377(1)
Public Relations and the Internet
378(22)
Defining the Internet
379(1)
The Internet as Communications Medium
380(1)
Public Relations Internet Challenge
381(1)
E-Mail: The Dominator
382(1)
Developing a Winning Web Site
383(6)
Speaking of Ethics Wal-Mart Unleashes the Bloggers
387(2)
Monitor the Internet . . . or Else!
389(2)
Product Promotion on the Internet
391(1)
Investor Relations on the Internet
392(1)
Of Intranets/Extranets, Wikis, Podcasts, and RSS Feeds
393(2)
Talking Points Confronting a Sticky Wiki
394(1)
Last Word
395(1)
Discussion Starters
395(3)
Top of the Shelf Buzz Marketing with Blogs for Dummies
395(1)
Case Study Wassup at the Wassup Chat Room?
396(1)
Voice of Authority An Interview with Shel Holtz
397(1)
Suggested Readings
398(1)
Notes
399(1)
Crisis Management
400(17)
Issues Management
403(1)
Emergence of Risk Communication
404(1)
Managing in a Crisis
405(1)
Planning in a Crisis
406(1)
Communicating in a Crisis
406(2)
Speaking of Ethics the Times Strikes Macy's with Hot Air
407(1)
Engaging the Media
408(4)
Talking Points The Lessons of Valdez
409(1)
Talking Points When ``No Comment'' and ``Comment'' Are Equally Catastrophic
410(1)
Talking Points Twenty-First-Century Public Relations Hero
411(1)
Last Word
412(1)
Discussion Starters
412(4)
Top of the Shelf Tough Calls
413(1)
Case Study Wendy's Fingers a Hoaxer
414(1)
Voice of Authority A Final Word to the Wise (Student): An Interview with Bill Heyman
415(1)
Suggested Reading
416(1)
Notes
416(1)
Appendix A PRSA Member Code of Ethics 2000417(10)
Appendix B PRIA Code of Ethics427(2)
Credits429(2)
Index431
Fraser P. Seitel is a public relations professor at the New York University School of Continuing and Professional Studies and the Florida International University School of Communications

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