Practice of Public Relations, The, Global Edition, 13th edition

For courses in public relations.

Prepares Students for Public Relations Work with an Emphasis on Ethics and Contemporary, Real-world Applications

Featuring an intensely practical approach that favors reasoning, justification, and applications that work, The Practice of Public Relations prepares students for contemporary public relations work in the changing landscape of the 21st century.

Fraser Seitel’s writing combines a contemporary, real-life approach that marries his experience in the field with a light-hearted, energetic prose style. This Thirteenth Edition has been thoroughly updated to include recent public relations cases with a continued emphasis on ethics, using examples that span several fields and countries. Building on the successes of the previous edition, this text remains the most visual text on the market, as well as the most comprehensive in its discussion of social media as it relates to public relations.

Experience-Based Approach and Readable Style

• Contemporary, Real-­Life Approach. This straightforward text places emphasis on the principles, processes, and practices that lead to building positive relationships in a 24/7 communications environment. Seitel’s contemporary, real-­life approach is designed to increase student enthusiasm for public relations study and practice.
• Unique Perspective. The extensive explanation of Social Media and its application to public relations practice is unique in public relations textbooks.
• Talking Points features expose off­line curiosities that make the practice of public relations such a fascinating art form.
• Suggested Readings helpmake this text themost comprehensive, post­-2000 bibliography in public relations literature.
• Author’s Writing Style. Seitel balances appropriate theoretical coverage with light-hearted and opinionated prose that infuses the subject with the energy that defines the industry.

• NEW! Contemporary Cases. Twelve new, full cases featuring the most current and relevant topics in the industry, include:
  • General Motors’ recall
  • National Football League’s domestic abuse scandal
  • Uber’s global problems
  • Sony’s email embarrassment
  • Chris Christie’s “Bridgegate”
  • China’s “Under the Dome” scandal
  • Walmart’s Tracy Morgan crash
  • Starbucks’ gun policy
  • Alex Rodriguez’s comeback
  • Bill Cosby’s meltdown
  • The ALS Ice Bucket Challenge
• Visual Format. With over 75 photographs and in full color, this is the most visual text on the market, emphasizing the liveliness, vitality, and relevance of the field. Taken straight from the newswire, Newscom photos add a real­-life feel that isn’t found in any other textbook.
• NEW! Expanded social media content in Chapter 10 encompasses the most up-to-date analysis of social media applications to public relations practice. In addition, comprehensive coverage of the role of social media in public relations is discussed throughout the text. As in so many other lines of work, mastering social media has become a key tool for public relations practitioners to engage in “direct conversations” with the public. No public relations textbook offers a more comprehensive discussion of social media.
• UPDATED! “Public Relations Bookshelf” features the most current public relations literature—primarily post-2004—as well as one new contemporary “Pick of the Literature” per chapter.
• NEW! Every chapter begins with a contemporary issue relating to the chapter content – from ISIS terrorists’ use of public relations for diabolical ends, to Kim Kardashian’s tweeting controversy, to her step-father Caitlyn Jenner’s coming-out communications.
• NEW! Five new “From the Top” interviews with today’s top authorities in the worlds of management, media, and academia, include:
  • Obama Presidential Press Secretary Josh Earnest
  • Noted public relations professors Denise Hill and Jay Rayburn
  • Reputation management leader Sandra Macleod
  • Writing specialist Hoa Loranger

• NEW! Refortified emphasis on ethics with 17 brand-new ethics mini-cases. This edition focuses on the ethical base that provides the theoretical foundation of effective communications and public relations, with the understanding that the principle of doing

Up-to-Date Real-World Cases and Examples

• Contemporary Cases. Twelve new, full cases featuring the most current and relevant topics in the industry, include:
  • General Motors’ recall
  • National Football League’s domestic abuse scandal
  • Uber’s global problems
  • Sony’s email embarrassment
  • Chris Christie’s “Bridgegate”
  • China’s “Under the Dome” scandal
  • Walmart’s Tracy Morgan crash
  • Starbucks’ gun policy
  • Alex Rodriguez’s comeback
  • Bill Cosby’s meltdown
  • The ALS Ice Bucket Challenge
• Expanded social media content in Chapter 10 encompasses the most up-to-date analysis of social media applications to public relations practice. In addition, comprehensive coverage of the role of social media in public relations is discussed throughout the text. As in so many other lines of work, mastering social media has become a key tool for public relations practitioners to engage in “direct conversations” with the public. No public relations textbook offers a more comprehensive discussion of social media.
• UPDATED! “Public Relations Bookshelf” features the most current public relations literature—primarily post-2004—as well as one new contemporary “Pick of the Literature” per chapter.
• Every chapter begins with a contemporary issue relating to the chapter content – from ISIS terrorists’ use of public relations for diabolical ends, to Kim Kardashian’s tweeting controversy, to her step-father Caitlyn Jenner’s coming-out communications.
• Five new “From the Top” interviews with today’s top authorities in the worlds of management, media, and academia, include:
  • Obama Presidential Press Secretary Josh Earnest
  • Noted public relations professors Denise Hill and Jay Rayburn
  • Reputation management leader Sandra Macleod
  • Writing specialist Hoa Loranger

• Refortified emphasis on ethics with 17 brand-new ethics mini-cases. This edition focuses on the ethical base that provides the theoretical foundation of effective communications and public relations, with the understanding that the principle of doing the right thing is what should distinguish the practice of public relations. Also included is a “A Question of Ethics” mini-case in each chapter, including:
  • Vladimir Putin’s public relations counsel
  • Alec Baldwin’s meltdown
  • Brian Williams’ fall from grace
  • Product claims of Dr. Oz
  • Deflategate
  • Edward Snowden: Criminal or hero?
  • A ‘Diet Soda is good for you’ study
  • Violating Wikipedia’s rules
  • Dolce and Gabbana’s same sex marriage battle
  • Subway Jared’s child pornography scandal
  • The death of Cecil the lion