The practice of public relations / Fraser P. Seitel ; foreword by David Rockefeller.

Includes bibliographical references and index.

What is public relations, anyway? -- The growth of public relations -- Communication -- Public opinion -- Management -- Ethics -- The law -- Research -- Print media relations -- Electronic media relations -- Employee relations -- Multicultural community relations -- Government relations -- Consumer relations -- International relations -- Public relations writing-- Integrated marketing communications -- Public relations and the Internet -- Crisis management.

For courses in Introduction to Public Relations and Public Relations Practice, offered by Departments of Communication Studies, Journalism or Marketing. The Practice of Public Relations leads the reader through 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. 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 through 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 role as a PR commentator on major U.S television networks such as CNN, ABC and FOX, and his network of industry leaders, Public Relations faculty and generations of PR professionals, Seitel presents the industry with dynamism and relevancy.