The Practice of Public Relations

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.

This book is of unvaluable for anyone wishing to be a successful PR manager or executive. It is, moreover, very interesting for writers, journalists, managers, lawyer to read it. Indeed, it is for me the bible of PR for its being comprehensive, informative, full of related cases and examples, and most important, readable. The last chapters dealing with the Internet and IT role in PR seem the most important part of the book. I recommend that everyone take a journey in that book

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.

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.

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.