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American Publicist, Fraser P.

Seitel, lectures Elon University Public Relations


Class on Why Communications is More Vital Than Ever
By Melissa Beck

At 12:25 on Thursday March 7 in the McMichael Science Building at Elon University, Fraser P.
Seitel, lectured Dr. John Doorley’s public relations and civic duty class on what it takes to work
in the PR industry.

“The last time I visited Elon, Dr. Doorley, with all his authority, declared I would never set foot
on this campus!” Seitel said.

Doorley and Seitel had


previously worked together at
a PR firm, where they
became comrades. They later
published the book
Rethinking Reputation
together in 2012.

The author of “The Practice


of Public Relations” talked to
the students about the PR
business in the era of Donald
Trump and fake news.

https://www.elon.edu/E-Net/Article/122867
He explained that there are six principles necessary to be an excellent PR representative: practice
fairness, take proper action, be a counselor, consider the “worst case,” tell the truth, and counsel
humanity.

“There are plenty of good PR representatives who aren’t good people,” Frasier said. “You have
to be able to coach and support your client because you work for them, they are your
responsibility.”

Strategic Communication and Communication Design major, Elly Reed admired Seitel’s
emphasis on telling the truth and how honesty is the only way to keep people out of trouble in
this industry.

“I really appreciate his push for honesty above all else,” Reed said. “I feel like today, not enough
people value that especially with public relations. He has a really special excitement and zest for
what he was talking about and whenever a teacher or speaker is like that, you know, funny,
engaging, and captivating, it rubs off on the students and gives them the same excitement for the
subject.”
During the class, Seitel referenced scandals that ruined celebrity’s careers including Harvey
Weinstein and the #Metoo movement, Mark Zuckerberg and the Russian hacking scandal, and
Michael Jackson with the pedophilia accusations.

“I would never represent him, he’s a pig,” Seitel said about Weinstein. “But someone has to, and
in this case, you need a strong person who’s hopefully fair.”

Seitel brought up the negative twist that The New York Times puts on their articles about
President Trump’s actions. He explained to the class that while this is strong writing, it’s not
objective writing, and in this business, you have to be fair.

“You work for the media and the media is unforgiving,” Seitel said. “You’re not getting paid by
them but if you don’t get it right the first time, you’re in trouble.

Sophomore Isabel Smith left the classroom feeling grateful for Seitel’s insightfulness and
willingness to talk to the class.

“It’s so incredible that we are given the opportunity to hear first-hand from and ask questions to
a highly respected professional in the field we are learning about,” Smith said. “A big reason as
to why I came to Elon and why I love this school is the opportunities, especially within the Com
school. I think this is a perfect example of a priceless opportunity to help me further my
knowledge of real-world PR.”

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