title: The Practice of Public Relations, Ninth Edition
author:  Fraser P. Seitel 
description: To succeed in public relations, professionals need an innate sense of the power, excitement, and value to society's primary institutions of its practice. This book uses a unique hands-on approach that prompts readers to think critically about the field. Prepares readers to deal with a full range of situations and to arrive at effective, ethical solutions. Offers two new mini-chapters on Investor Relations and International Public Relations. Features new contemporary cases including Rudy Giuliani and 9/11, Gary Condit, Trent Lott, Microsoft public relations, and more. Presents new hypothetical cases including cases on speechwriting, Internet monitoring, and sex discrimination. Features new contemporary interviews with such public figures as Gov. Jesse Ventura, Rudy Giuliani PR Director Sunny Mindell, National Black Public Relations Association President Pat Tobin, and White House Press Secretary Ari Fleischer. Presents a greater inclusion of minority and female practitioners. Provides Suggested Readings and Suggested Book lists. A handy reference for public relations professionals/public affairs officers, marketing professionals, advertising professionals, and general managers.
zlib_text: THE 
  PUBLIC
  RELATIONS
  HANDBOOK
  ALISON THEAKER
  FOURTH EDITION
  FINANCIAL 
  C O M M U N I C AT I O N      
  internal 
  communication
  corporate 
  identity R
  BUSINESS
  TO
  BUSINESS
  
  The Public Relations 
  Handbook
  The Public Relations Handbook is a comprehensive and detailed introduction to the theories
  and practices of the public relations industry. It traces the history and development of public
  relations, explores ethical issues that affect the industry, examines its relationship with politics,
  lobbying organisations and journalism, assesses its professionalism and regulation and advises
  on training and entry into the profession.
  The Public Relations Handbook combines theoretical and organisational frameworks for
  studying public relations with examples of how the industry works in practice. It draws on a
  range of promotional strategies and campaigns from businesses, public and non-proﬁt
  organisations including the AA, Airbus, BT, Northamptonshire County Council, Cuprinol and
  Action for Children