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Public Relations - 1st Edition - ISBN: 9780434985067, 9781483183176

Public Relations

1st Edition

Made Simple

Author: Frank Jefkins
eBook ISBN: 9781483183176
Imprint: Made Simple
Published Date: 1st January 1982
Page Count: 286
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Public Relations discuss the historical background, organization, definition, and promotion of the subject as a management function. The factors that influence public expectations of public relations are presented in detail. A section of the book enumerates the characteristics of an effective PR practitioner. Such factors as ability to communicate, organize, interact with people, having personal integrity, and imagination are explained thoroughly.
The book provides a comprehensive discussion of the common and statute law affecting public relations. It also reviews the types of defamation like slander and libel. The topic copyright is explained. A section of the book covers the product’s life cycle. This subject includes the packaging, distribution, sales force, market education, promotion, and merchandising of the product. It is important that management- employee relations should be stimulated by PR techniques. These techniques can be in the form of house journals, notice-boards, audio-visual, speak up schemes, shop-floor talks, staff conferences, and other get-togethers.
The book will provide useful information to reporters, advertisers, commercial developers, students and researchers in the field of marketing.

Table of Contents



Par 1: Public Relations as a Management Function

1 Introduction to Public Relations

What Do We Mean by Public Relations?

Historical Background


The Total Organization

PR Defined

PR and Advertising

2 Definition, Concept and Principles of Public Relations

Essentials of a PR Definition

Public Relations and Advertising

3 An Organization and its Publics

Basic Publics

The Media

Publics of the IPR

4 Factors Which Influence Public Attitudes Towards Public Relations

Bad Press Relations

Media/Art Misrepresentation

Behavior of PROs


Advertising Attitudes

Marketing Attitudes

Dislike of PROs and PR

5 The Service Nature of Public Relations

Service to the Organization—Feedback

Service to the Mass Media

Service to the Organization's Publics

6 Qualities Needed by the PR Practitioner

Ability to Communicate

Ability to Organize

Ability to get on with People

Personal Integrity


7 PR Organizations, UK and International

Institute of Public Relations

Public Relations Consultants Association

British Association of Industrial Editors

International Public Relations Association

European Federation of Public Relations (CERP)

International Association of Business Communicators

8 The IPR Code of Professional Conduct and its Interpretation

Interpretation of the Code of Professional Conduct

9 Common and Statute Law Affecting Public Relations




Passing Off


Statute Law

Part 2: PR Practice in Organizational Frameworks

10 In-House PR Department and PR Consultancies

Reasons for Using an Advertising Agency

Reasons for Using a PR Consultancy

Kinds of PR Consultancies

Advantages of PR Consultancy Services

Disadvantages of PR Consultancy Services

How to Appoint a Consultant

The In-House or Internal PR Department

Advantages of In-House PR Department

Disadvantages of In-House PR Department

11 Public Relations in Industry and Commerce

PR in the Marketing Department

Employee Relations

Community Relations

Corporate and Financial Relations

International Marketing

12 Public Relations in Central Government

The Third World

Central Office of Information

British Overseas Trade Board

Nationalized Industries


13 Public Relations in Local Government

Regional Hospital Boards

Development Corporations

Qualities of a Local Government PRO

Range of Local Government PR Work

14 Public Relations in Non-Commercial Organizations

The Police

The Armed Forces

Charities and Voluntary Bodies

Religious Organizations

Educational Establishments and Organizations

Friendly Societies

Part 3: Operational Public Relations

15 Planning PR Programs

Submission of a PR Program

Charting a PR Program


Six-point PR Planning Model

16 Appreciation of the Situation

The Image

Sources of Information

17 DeterminingE Objectives

A Manufacturing Company

A Local Authority

A Charity

A Trade Association

18 Selecting Media

Cost-benefit Method

19 Budgeting




Three Examples of Budgets

20 Preparing Reports and Propositions

Internal Report

Consultancy Proposition

21 Assessment of Results

Observation and Experience

Feedback and Its Assessment


Part 4: The Media of Public Relations

22 The Press—National, Regional, International

Special Merits of the Press

Special Demerits of the Press

History, Location and Distribution

Kinds of Publication and Circulation Figures

The Varied British Press

How to Know the Press

23 Broadcasting Media—Television and Radio



24 Documentary Films and Visual Aids

Documentary Films





Exhibits, Scale and Working Models

Visual Aids and Internal Relations

25 House Journals

Types of House Journals

House Journal Techniques


26 Corporate Identity


Four Basics

Trade Characters


Items Involved in Design Change

Generic Terms

27 Printed Material

28 CorporateO Advertising

Modern Use of Corporate Advertising

Generic Advertising

Production of Corporate Advertising

Researching Results of Corporate Advertising

Corporate Ads Addressed to the Press

29 Sponsorships

Examples of Sponsorship

Why Sponsor?

Is Sponsorship Wise?

Some Forms of Sponsorship

30 Conferences and Seminars



31 Exhibitions

Special Characteristics

PR Support

Exhibition Promoters' PR

PR Exhibitions

Sponsorship of Exhibitions

32 Media in Developing Countries

Dearth of Western-style Mass Media

Limitations of the Existing Mass Media

Other Mass Media

Folk, Traditional and other Localized Media

Open Air Events

Part 5: Practical Aspect of Public Relations

33 Press Material

What is News?



Language and Vocabulary

Writing the Release

Importance of the Opening Paragraph

The Subject

Seven-Point News Release Model

Different Kinds of Release

Presentation of Releases

House Style Exceptions

Mailing Lists

News Agencies

Exclusive Signed Feature Articles

How to Write Feature Articles

Syndicated Articles

Studying the Media

Sources of Information

34 Broadcasting Material and Facilities

Five Points to Remember about Television

Opportunities for PR coverage

Differences between Radio and Television

Opportunities for PR Coverage on Radio

Attacks on Television Programs

Teletext and Viewdata

Unitel Nation-wide News Service

35 Organizing PR Functions and Events

The Press Conference

The Press Reception

The Facility Visit

The Open Day

The Press Lunch

Planning Considerations

Example of a Press Facility Visit

36 PR Photography

Telling a Story Pictorially

What Editors Want

Working with the Photographer

Photo Captions

Ways of Avoiding Wasteful Distribution of Pictures


Printing Processes

Production Time Schedules

Correcting Proofs

New Symbols for Correcting Proofs

38 The Future of Public Relations

New Fields of PR Activity

Media Changes

Education and Training

Appendix 1: CAM Education Foundation

Appendix 2: London Chamber of Commerce and Industry

Appendix 3: Addresses of Organizations and Services

Appendix 4: Bibliography



No. of pages:
© Made Simple 1982
1st January 1982
Made Simple
eBook ISBN:

About the Author

Frank Jefkins

Frank Jefkins was the author of the highly successful text, Public Relations Techniques, on which this book is based. He was highly regarded in the field of public relations, illustrated by his receipt of the Sir Stephen Tallents Medal from the Institute of Public Relations for 'exceptional achievement in, and contribution to, public relations practice'.

Affiliations and Expertise

Awarded the Sir Stephen Tallents Medal from the Institute of Public Relations for 'exceptional achievement in, and contribution to, public relations practice'.

Ratings and Reviews