Public Relations

Public Relations

Made Simple

1st Edition - January 1, 1982

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  • Author: Frank Jefkins
  • eBook ISBN: 9781483183176

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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

  • Preface


    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


Product details

  • No. of pages: 286
  • Language: English
  • Copyright: © Made Simple 1982
  • Published: January 1, 1982
  • Imprint: Made Simple
  • eBook ISBN: 9781483183176

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'.

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