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Book The Practice of Public Relations (12th Edition)

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The Practice of Public Relations (12th Edition)

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    Available in PDF - DJVU Format | The Practice of Public Relations (12th Edition).pdf | Language: ENGLISH
    Fraser P. Seitel(Author)

    Book details


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.

4.5 (9752)
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Required Software Any PDF Reader, Apple Preview
Supported Devices Windows PC/PocketPC, Mac OS, Linux OS, Apple iPhone/iPod Touch.
# of Devices Unlimited
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Printable? Yes

Book details

  • PDF | 456 pages
  • Fraser P. Seitel(Author)
  • Pearson; 12 edition (May 26, 2013)
  • English
  • 8
  • Business & Money

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Review Text

  • By Melissa B. on June 16, 2015

    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.

  • By A customer on August 8, 2003

    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.

  • By A customer on March 13, 2000

    I'm a graduate student in non-profit management and have always found that the best classes are the ones that use primary materials - no textbooks, please! Well, I suspend my usual reticence with this book by Seitel. I have NEVER had an easier to neogotiate, well-written textbook in all my days as a student. Seitel is meticulous in his notations, all case studies are very current (within the last 5 years), and questions emphasize the basic material but provide food for thought. The additional references and book reviews alone are worth the price of the book.

  • By A customer on October 25, 2000

    An must read for PR students and practitioners alike. The Practice of Public Relations offers insights into the minds of today's greatest PR professionals -- and the companies and careers that have been created and crushed by them. Nowhere else will you learn in such practical detail how public relations can change everything, from politics to corporate America. Each chapter is filled with advice from long-time industry professionals, tips on how to make your company look good, and ideas for taking advantage of today's technology to get ahead of the competition. A great way to learn the profession or brush up on your skills. Five stars to Mr. Seitel, the industry master.

  • By Mark Savary on August 31, 2000

    This textbook is quite possibly one of the finest I've ever used. It is written in a very accessible, friendly style that made reading assigned chapters less of a chore than other textbooks. At the same time, it is not "dumbed" down.If more textbook authors used Seitel's book as a guide, maybe more students would actually take the time to read their assignments. Both intellegent and accessible, in some spots even humorous, Seitel has given the student a wonderful resource.Any good teacher/professor knows that if information is more accessible, it can be retained that much better.Seitel presents several examples of PR success and PR disaster. From the classic "R-O-L-A-I-D-S Spells Relief" PR campaign to the Exxon Valdez PR disaster, each accounting is explained and with the pros and cons of how the PR was handled, and what should or should not have been the course of action.Seitel also looks at political PR, the history of the profession, different types of PR campaigns, and other important facets of the PR world.This is an excellent reference for the student, and should be on his bookshelf long after he has an office in the PR Department.

  • By Rose21 on April 8, 2014

    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.

  • By Ds on January 5, 2015

    I took a PR course with the author of this text who never let us forget it lol, so of course this was the required text for the class. It is a great well-written text with several examples that back up what is being talked about.It is a great entry level text that reads more like a magazine than a dense text book. I recommend it.

  • By Gabrielle M on April 20, 2014

    Super interesting topics, various subjects which I think cover very well the profession of public relations! I would recommend this book for PR sutdents intersting in knowing more about the field. Lots of timely examples


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