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The Practice of Public Relations

ISBN: 9780136138112 | 013613811X
Edition: 7th
Format: Hardcover
Publisher: Simon & Schuster Adult Publishing Group
Pub. Date: 1/1/1998

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SummaryTable of Contents
For courses in public relations taught in Journalism, Communications, and Business departments. Typical course titles include Public Relations and Introduction to Public Relations. The new edition is designed to carry public relations into the year 2000. It emphasizes the practical nature of public relations work. Full chapters are now devoted to the Internet, integrated marketing communications, and multi-cultural communications. Over half of the interviews with public relations professionals are new and there is one A Question of Ethics case ... MORE
Forewordxiii(2)
Prefacexv(2)
Acknowledgmentsxvii(2)
About the Authorxix
1. WHAT IS PUBLIC RELATIONS?
... MORE1(22)
Prominence of Public Relations
3(1)
Defining Public Relations
4(1)
The Rest of the Story: So Long, George
5(1)
Defining by Functions
6(2)
Interpreting Management to the Public
8(1)
Interpreting the Public to Management
8(1)
The Publics of Public Relations
9(2)
A Question of Ethics: Drawing the Line on Questionable Clients
11(1)
Summary
11(1)
Discussion Starters
12(1)
Notes
12(1)
Suggested Readings
13(1)
Top of the Shelf: PR! A Social History of Spin
14(1)
Case Study: Texaco and the Black Jellybeans
15(4)
Voice of Experience: Michael D. McCurry
19(4)
2. THE EVOLUTION OF PUBLIC RELATIONS
23(24)
Ancient Beginnings
25(1)
Early American Experience
26(1)
Later American Experience
27(1)
Into the 1800s
27(1)
The Rest of the Story: What Hath Barnum Wrought?
28(2)
Emergence of the Robber Barons
29(1)
Enter the Muckrakers
29(1)
Ivy Lee: A Father of Modern Public Relations
30(1)
The Growth of Modern Public Relations
31(2)
Government
31(1)
Counseling
32(1)
Corporations
33(1)
Education
33(1)
Public Relations Comes of Age
33(2)
Growth of Large Institutions
33(1)
Change, Conflict and Confrontation
33(2)
A Question of Ethics: Watergate: A Black Eye for Public Relations
35(2)
Heightened Public Awareness
36(1)
Global Democracy in the Twenty-First Century
37(1)
Public Relations Education
37(1)
Summary
37(1)
Discussion Starters
38(1)
Notes
39(1)
Top of the Shelf: The Unseen Power-Public Relations, A History
40(1)
Suggested Readings
40(1)
Case Study: Exxon Corporation's Bad Good Friday
41(4)
Voice of Experience: Edward L. Bernays
45(2)
3. PUBLIC OPINION
47(28)
What is Public Opinion?
49(1)
What are Attitudes?
50(1)
How are Attitudes Influenced?
51(1)
Motivating Attitude Change
52(2)
Power of Persuasion
54(1)
How are People Persuaded?
54(1)
What Kinds of "Evidence" Persuade People?
55(1)
Influencing Public Opinion
55(1)
Polishing the Corporate Image
56(1)
The Rest of the Story: When Barbie Talks, Women Went Bonkers
57(1)
Beware the Traps of Public Opinion
58(2)
A Question of Ethics: The Downsizing Poster Boy
60(2)
Summary
62(1)
The Rest of the Story: Auctioneer's Reputation on the Block
63(1)
Discussion Starters
63(1)
Notes
64(1)
Top of the Shelf: The New York Times and The Wall Street Journal
65(1)
Suggested Readings
65(1)
Case Study: Pepsi Punctures the Great Syringe Soda Scare
66(7)
Voice of Experience: Archbishop John P. Foley
73(2)
4. ETHICS
75(24)
What's Going on Here?
77(1)
Ethics in Society
77(2)
Ethics in Business
79(1)
Corporate Codes on Conduct
80(2)
Corporate Social Responsibility
82(1)
A Question of Ethics: Sham or Shamu: The Push to Free Willy
83(1)
Ethics in Government
83(1)
The Rest of the Story: Short, Sad Saga of the Political Sage
84(1)
Ethics in Journalism
85(4)
Ethics in Public Relations
89(1)
The Rest of the Story: Hitting the "Ethical Wall"
90(1)
Summary
90(1)
Discussion Starters
90(2)
Notes
92(1)
Suggested Readings
92(1)
Top of the Shelf: Toxic Sludge is Good for You: Lies, Damn Lies and the Public Relations Industry
93(1)
Case Study: Ethical Fall from Grace
94(2)
Bonus Case Study: CNA Does the Right Thing
96(1)
Voice of Experience: Barbara Ley Toffler
97(2)
5. RESEARCH
99(22)
Types of Public Relations Research
101(1)
Applied Research
101(1)
Theoretical Research
102(1)
Methods of Public Relations Research
102(2)
Surveys
103(1)
The Rest of the Story: Measuring Press Coverage
104(7)
Communication Audits
110(1)
Unobtrusive Methods
110(1)
A Question of Ethics: The Credibility-Saving Audit
111(1)
Evaluation
112(1)
The Rest of the Story: Figures and Faces Lie
113(1)
Using Outside Research Help
114(1)
Summary
114(1)
Discussion Starters
114(1)
Notes
115(1)
Suggested Readings
115(1)
Top of the Shelf: Using Research in Public Relations: Applications to Program Management
116(1)
Case Study: Researching a Position for Alan Louis General
117(2)
Voice of Experience: Kathleen Ladd Ward
119(2)
6. COMMUNICATION
121(22)
Communications Theory
122(3)
The Source
123(1)
The Encoder
123(2)
The Rest of the Story: When in Rome...
125(2)
The Message
126(1)
The Rest of the Story: Are You Sure You Saw What You Thought You Saw?
127(2)
The Decoder
128(1)
The Rest of the Story: Decoding the Language at the Pension Office
129(4)
The Receiver
132(1)
A Question of Ethics: Slumming in Rapland
133(1)
Summary
134(1)
The Rest of the Story: Whaaat? Huh?
135(1)
Discussion Starters
135(1)
Notes
136(1)
Suggested Readings
136(1)
Top of the Shelf: Webster's New World Dictionary of Media and Communications
137(1)
Case Study: Boxed In at Jack in the Box
137(2)
Voice of Experience: Frankie A. Hammond
139(4)
7. MANAGEMENT
143(26)
Reporting to Top Management
144(1)
The Rest of the Story: Management Translation: "Hit the Road, Jack"
144(1)
Management Theory of Public Relations
145(1)
Planning for Public Relations
146(1)
Managing by Public Relations Objectives
147(2)
A Question of Ethics: British Air's Image Shakeup
149(1)
Budgeting for Public Relations
149(1)
Preparing the Public Relations Campaign Plan
150(2)
Implementing Public Relations Programs
152(1)
Organizing the Public Relations Department
153(1)
The Rest of the Story: PR Salaries Going Up, Up, Up!
153(1)
Organizing the Public Relations Agency
154(1)
What's It Pay?
155(4)
What Manner of Man/Woman?
159(1)
Summery
160(1)
Discussion Starters
160(1)
Notes
161(1)
Suggested Readings
161(1)
Top of the Shelf: The New Positioning
162(1)
Case Study: Dow Corning in the Crucible
163(4)
Voice of Experience: Harold Burson
167(2)
8. PUBLIC RELATIONS WRITING
169(28)
Writing for the Eye and the Ear
170(1)
Fundamentals of Writing
170(1)
Flesch Readability Formula
171(2)
The Rest of the Story: NonReadability
173(1)
The Beauty of the Inverted Pyramid
173(2)
The News Release
175(3)
News Value
176(2)
The Rest of the Story: Just the Facts
178(6)
Format
178(4)
Style
182(2)
The Rest of the Story: Inflated Corporate Style
184(1)
Content
185(1)
A Question of Ethics: Leaking the Gleeful Disaster Memo
185(1)
The Announcement
186(1)
The Management Change
186(1)
The Management Speech
187(1)
The Importance of Editing
188(1)
Rest of the Story: Deobfuscating Obfuscatory Proverbs
189(1)
Summary
190(1)
Discussion Starters
190(1)
Notes
191(1)
Suggested Readings
191(1)
Top of the Shelf: The Public Relations Writer's Handbook
192(1)
Case Study: The Raina News Release
192(3)
Voice of Experience: William C. Adams
195(2)
9. WRITING FOR THE EYE AND EAR
197(26)
The Media Kit
197(1)
The Biography
198(3)
Straight Bios
198(2)
Narrative Bios
200(1)
The Backgrounder
201(2)
Example One: News Release Style
201(1)
Example Two: Descriptive, Narrative Style
201(2)
The Feature
203(1)
Description
203(1)
Explanation
203(1)
Evaluation
203(1)
The Case History
204(1)
The By-Liner
204(1)
The Memorandum
205(1)
The Pitch Letter
205(2)
Other Tools
207(2)
The Round-Up Article
207(1)
The Fact Sheet
207(1)
The Q&A
208(1)
Photographic Supports
209(1)
The Position Paper
209(1)
The Standby Statement
209(1)
The Speech
209(1)
The Rest of the Story: Don't-Repeat-Don't Use "Do Not"
210(1)
The Speechwriting Process
210(3)
Preparing
211(1)
Interviewing
211(1)
Researching
212(1)
Organizing and Writing
212(1)
The Spoken Word
213(1)
Making an Effective Presentation
214(1)
Rest of the Story: Every Picture Tells a Story
215(1)
A Question of Ethics: Beavis and Butt-Head Battle Backlash
216(1)
Summary
216(1)
Discussion Starters
217(1)
Notes
217(1)
Suggested Readings
217(1)
Top of the Shelf: Writing Effective Speeches
218(1)
Case Study: Illinois Power's Reply
219(2)
Voice of Experience: Shirley Carter
221(2)
10. PUBLIC RELATIONS AND THE NET
223(20)
Growing Use of the Internet
224(1)
The Rest of the Story: Who Uses the Net and Why?
225(1)
Net Effect on Public Relations
225(2)
Moving to E-Mail
227(1)
Organizing a Web Site
227(1)
A Question of Ethics: AOL: Arrogance on the Loose
228(3)
Media Relations on the Net
231(1)
Product Promotion on the Net
232(1)
The Rest of the Story: Scooping Yourself Netstyle
232(1)
Investor Relations on the Net
232(2)
The Rest of the Story: Microsoft Buys The Church
234(1)
Intranets, Extranets and CD-ROMs
234(1)
Writings for the Net
235(1)
Summary
236(1)
Discussion Starters
236(1)
Notes
236(1)
Suggested Readings
237(1)
Top of the Shelf: Being Digital
238(1)
Case Study: "No-Tell" Intel Learns Silence Isn't Golden
239(2)
Voice of Experience: Lawrence Weber
241(2)
11. PUBLICITY AND THE MEDIA
243(32)
Power of Publicity
244(3)
The Rest of the Story: Klein as in "Lyin"
247(1)
What Research Tells Us About the Media
248(1)
Objectivity of the Media
249(1)
A Question of Ethics: The Fall of "Fairness"
250(1)
Dealing with the Media
251(3)
The Rest of the Story: Confessions of a Media Maven
254(1)
Securing Publicity
255(1)
Value of Publicity
256(1)
Avenues of Publicity
257(2)
Placing Publicity
259(1)
The Rest of the Story: Answering the Media
260(1)
Wire Services
261(2)
Media Directories
262(1)
Measurement Assistance
263(1)
Press Clipping Bureaus
263(1)
Broadcast Transcription Services
263(1)
Context Analysis Services
263(1)
The Rest of the Story: The End of the World as They Write It
264(1)
Handling Interviews
264(1)
Press Conferences
265(2)
Rest of the Story: Aw Shaddup!
267(1)
Summary
268(1)
Discussion Starters
268(1)
Notes
268(1)
Suggested Readings
269(1)
Top of the Shelf: News and the Culture of Lying: How Journalism Really Works
270(1)
Case Study: Waco
271(2)
Voice of Experience: Andrew S. Edson
273(2)
12. ELECTRONIC MEDIA
275(22)
TV News-Pervasive, Investigative, Inflammatory
277(2)
Handling TV Interviews
279(1)
A Question of Ethics: Fakes, Lies, and Videotape: Food Lion v. ABC
280(3)
Importance of Organizational Video
283(1)
Video News Releases
283(2)
VNR Caveats: Expensive and Controversial
285(1)
Public Service Announcements
285(2)
Satellite Media Tours
287(1)
Video Conferences
288(1)
Growth of Talk Radio
288(1)
The Rest of the Story: Talk Radio Recipe: Deflect, Deny, Evade, Act Stupid
289(1)
Penetrating the Radio Marketplace
290(1)
Summary
290(1)
Discussion Starters
290(1)
Notes
291(1)
Suggested Readings
291(1)
Top of the Shelf: 60 Minutes CBS Television News
292(1)
Case Study: They're Heeere!
293(2)
Voice of Experience: Myron Kandel
295(2)
13. INTEGRATED MARKETING COMMUNICATIONS
297(28)
Public Relations Versus Marketing
299(1)
Product Publicity
300(1)
Third-Party Endorsements
300(2)
The Rest of the Story: P. T. Barnum Redux: The Human Arrow
302(1)
Public Relations Marketing Activities
303(4)
Article Reprints
303(1)
Trade Show Participation
304(1)
Use of Spokespersons
305(1)
Cause-Related Marketing
305(2)
Public Relations Advertising
307(1)
A Question of Ethics: A Four-Letter Word Called Nike
308(6)
Purposes of Public Relations Advertising
310(1)
Public Relations Advertising in the 1990s
311(3)
Integrated Marketing for the 21st Century
314(3)
Infomercials
314(1)
900 Numbers
315(1)
Movie Product Placements
316(1)
Summary
317(1)
Discussion Starters
317(1)
Notes
317(1)
Suggested Readings
318(1)
Top of the Shelf: Integrated Marketing Communications: Putting It Together & Making It Work
319(1)
Case Study: From Perky to Pariah: The Sad Saga of Kathie Lee
320(3)
Voice of Experience: Steve Rivkin
323(2)
14. EMPLOYEES
325(24)
Communicating Effectively in a Sea of Doubt
327(1)
The Rest of the Story: AKA "You're Outa' Here"
328(1)
Credibility: The Key
329(1)
Employee Communications Strategies
329(2)
A Question of Ethics: Facilitating the PG & E Layoffs
331(1)
Employee Communications Tactics
332(6)
Online Communication
332(1)
Print Newsletters
333(2)
Management Publications
335(1)
Employee Annual Reports
336(2)
The Rest of the Story: Desktop Publishing Emerges
338(3)
Bulletin Boards
338(1)
Internal Video
339(1)
Supervisory Communications
340(1)
Dealing with the Grapevine
341(1)
The Rest of the Story: Magna's Charter
341(1)
Summary
342(1)
Discussion Starters
342(1)
Notes
343(1)
Suggested Readings
343(1)
Top of the Shelf: The Jobless Future: Sci-Tech and the Dogma of Work
344(1)
Case Study: Monkeygate
345(2)
Voice of Experience: Nancy Irwin
347(2)
15. MULTICULTURAL COMMUNITIES
349(26)
Social Responsibility in the Community
350(2)
A Question of Ethics: Avis Fights Back
352(1)
Community Relations Expectations
352(3)
What the Community Expects
353(1)
What the Organization Expects
353(2)
Community Relations Objectives
355(1)
Serving Diverse Communities
356(4)
Women
356(1)
African-Americans
357(1)
Latinos
358(2)
Gay, Seniors, and Others
360(1)
The Rest of the Story: "Latino," Not "Hispanic"
360(2)
Nonprofit Public Relations
362(1)
Fund-Raising
362(2)
The Rest of the Story: Heeding Religious Messages
364(1)
Summary
364(1)
Discussion Starters
365(1)
Notes
365(1)
Suggested Readings
366(1)
Top of the Shelf: Rules for Radicals
366(1)
Case Study: Denny's and Eddie Confront Racism
367(3)
Voice of Experience: Terrie M. Williams
370(2)
Voice of Experience: Ray Durazo
372(3)
16. CONSUMERS
375(22)
The Rest of the Story: Tyco Tickled with TickleMe Momentum
376(1)
Growth of the Consumer Movement
377(1)
Federal Consumer Agencies
378(1)
Consumer Activists
379(1)
Business Gets the Message
379(1)
Consumerist Philosophy
380(1)
Consumerist Objectives
380(1)
The Rest of the Story: Pulling the Cabbage Patch Piranha
381(1)
A Question of Ethics: Calvin Tests the Bounds of Kiddie Porn
382(1)
Office of the Ombuds Officer
383(2)
Summary
385(1)
Between the Lines: A Day in the Life of the Ombuds Officer
386(1)
Discussion Starters
387(1)
Notes
387(1)
Suggested Readings
387(1)
Top of the Shelf: The 22 Immutable Laws of Marketing
388(1)
Case Study: Tobacco Wars
389(5)
Voice of Experience: Diane Perlmutter
394(3)
17. GOVERNMENT
397(24)
Public Relations in Government
398(1)
Government Practitioners
399(3)
United States Information Agency
400(1)
Government Bureaus
401(1)
A Question of Ethics: Bad Carma for the Secretary
402(4)
The President
403(1)
The President's Press Secretary
404(2)
The Rest of the Story: The Ragin' Cajun and the Sultans of Spin
406(1)
Lobbying the Government
406(3)
What Do Lobbyists Do?
407(1)
Grass-Roots Lobbying
408(1)
Political Action Committees
409(2)
The Rest of the Story: The "Be" List of Getting Through to Legislators
411(1)
Dealing with Local Government
411(1)
Summary
412(1)
Discussion Starters
412(1)
Notes
413(1)
Suggested Readings
413(1)
Top of the Shelf: Behind the Oval Office: Winning the Presidency in the Nineties/Bad Boy: The Life and Politics of Lee Atwater
414(1)
Case Study: Whitewater
415(4)
Voice of Experience: Marsha Berry
419(2)
18. PUBLIC RELATIONS AND THE LAW
421(26)
Public Relations and the Law: An Uneasy Alliance
422(1)
Public Relations and the First Amendment
423(2)
The Rest of the Story: Promoting O.J.
425(1)
Public Relations and Insider Trading
426(2)
Public Relations and Ethics Law
428
Public Relations and Disclosure Law
427(2)
A Question of Ethics: Deserving of Counsel?
429
Public Relations and Privacy Law
428(4)
Public Relations and Copyright Law
432(1)
The Rest of the Story: What's in a Squiggle?
433(1)
Public Relations and Internet Law
433(1)
Public Relations and the Legal Profession
434(2)
Litigation Public Relations
435(1)
The Rest of the Story: Ladiieeeees and Gentlemen, Let's Get Ready to Sue
436(1)
Summary
436(1)
The Rest of the Story: Battles of the Egoists: The Ultimate Legal Fight
437(1)
Discussion Starters
438(1)
Notes
438(1)
Suggested Readings
439(1)
Case Study: Burned by the Media: General Motors Extinguishes NBC
439(1)
Top of the Shelf: Litigation Public Relations: Courting Public Opinion
440(4)
Voice of Experience: Harry J. Pearce
444(3)
19. CRISIS MANAGEMENT
447(26)
Issues Management
449(5)
A Question of Ethics: Death of a Tiny Beauty Queen
450(4)
Implementing Issues Management
451(3)
Growth of Risk Communications
454(1)
Managing in a Crisis
454(2)
Planning in a Crisis
456(1)
The Rest of the Story: The Sad Saga of Susan Smith
457(1)
Communicating in a Crisis
458(2)
The Rest of the Story: The Lessons of the Valdez
460(1)
Summary
461(1)
The Rest of the Story: The "Gates" of Scandal
462(1)
Discussion Starters
462(1)
Notes
463(1)
Suggested Readings
463(1)
Top of the Shelf: Crisis Response: Inside Stories on Managing Image Under Siege
464(1)
Case Study: Rebounding From the Ultimate Crisis
465(3)
Bonus Case Study: The Fall of TWA
468(2)
Voice of Experience: Robin Cohn
470(3)
20. FUTURE
473(34)
Issues of the Millennium
475(1)
The Rest of the Story: Rapping in the Millennium
476(1)
Public Relations Challenges in the Millennium
477(1)
Public Relations Goes Global
478(2)
Canada
479(1)
Latin America
479(1)
The New Europe
479(1)
The Rest of the Story: A "Too American" Public Relations Approach?
480(3)
Asia
480(1)
Eastern Europe
481(1)
Australia
481(1)
Middle East
482(1)
Africa
483(1)
A Question of Ethics: Brushing Away a Dark Blot
483(1)
Counseling Top Management
484(1)
The Rest of the Story: Think Multilingual-or Else
485(1)
Emerging Issues in Public Relations
486(3)
Public Relation Education
486(1)
Women in Public Relations
486(1)
External Challenges
487(1)
Implications for Beginners
488(1)
The Rest of the Story: All is Not Won...
489(1)
The Rest of the Story:... But All is Not Lost
490(2)
Summary
492(1)
The Last Word: Commentary from Jack O'Dwyer
493(2)
Discussion Starters
495(1)
Notes
495(1)
Suggested Readings
496(1)
Top of the Shelf: Public Relations Ethics
497(1)
Case Study: The Tylenol Murders
498(5)
Voice of Experience: Debra A. Miller
503(4)
APPENDIXES507(44)
Appendix A: Code of Professional Standards for the Practice of Public Relations507(4)
Appendix B: Advertising Effectiveness Tracking Study511(6)
Appendix C: Research Definition517(4)
Appendix D: Audiovisual Supports521(2)
Appendix E: Computer Terms523(6)
Appendix F: On-Line Databases529(2)
Appendix G: Leading Media Terms531(6)
Appendix H: Corporate Reporting Requirements537(8)
Appendix I: Annual Meeting Checklist545(6)
Index551

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