Practice of public relations by Fraser P. Seitel

By Fraser P. Seitel

For classes in public relations.


Prepares Readers for Public kin paintings with an Emphasis on Ethics and modern, Real-world Applications

Featuring an intensely sensible method that favors reasoning, justification, and purposes that paintings, The perform of Public family prepares readers for modern public family members paintings within the altering panorama of the twenty first century.


Fraser Seitel’s writing combines a modern, real-life method that marries his adventure within the box with a light-hearted, full of life prose variety. This Thirteenth version has been completely up to date to incorporate fresh public kinfolk circumstances with a endured emphasis on ethics, utilizing examples that span numerous fields and international locations. construction at the successes of the former version, this article continues to be the main visible textual content out there, in addition to the main accomplished in its dialogue of social media because it pertains to public relations.

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Employees and current customers are traditional publics; students and potential customers are future ones. No organization can afford to become complacent in dealing with its changing publics. Today, a firm’s publics range is more inclusive of different minorities, genders, and senior citizens. Proponents, opponents, and the uncommitted. An institution must deal differently with those who support it and those who oppose it. For supporters, communications that reinforce beliefs may be in order. But changing the opinions of skeptics calls for strong, persuasive communications.

The mantra of the public relations practitioner must be to do the right thing. 5. Willingness to take risks. Most of the people you work for in public relations have no idea what you do. Sad, but true. Consequently, it’s easy to be overlooked as a public relations staff member. You therefore must be willing to stick your neck out . . stand up for what you believe in . . take risks. Public relations professionals must have the courage of their convictions and the personal confidence to proudly represent their curious, yet critical, role in any organization.

Meanwhile, the importance of the practice of public relations in a less certain, more chaotic, overcommunicated, and social media–dominated world cannot be denied. Despite its lingering problems—in attaining leadership status, finding its proper role in society, disavowing spin, and earning enduring respect—the practice of public relations has never been more valuable or more prominent. In its first 100 years as a formal, integrated, strategic-thinking process, public relations has become part of the fabric of modern society.

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