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The Practice of Public Relations, Third Edition is a compendium of articles written by professional and expert practitioners in the field of public relations. The book serves as an introduction to the practice of public relations and as a guide to students of communication, advertising, and marketing.
The collection covers a wide range of topics such as the planning and execution of a public relations campaign; the types of media used and the timing and handling of material; the different settings where public relations are applied, examples are industrial companies, government, and marketing firms; the law and ethics of public relations; and how to build a successful career in public relations.
Marketing, advertising, and communications professionals and students will find the book very useful.
List of Illustrations
List of Contributors
Preface To the Third Edition
Introduction: The Plight of the Pianist
The Importance of Effective Communications and of the Status of Public Relations
1 Operational Public Relations
Introduction, Problem Analysis, Objectives, Targets, Programme Planning, Strategy and Method, Costing and Budgetary Control, Case Presentation, Execution, Reporting, Assessment
2 Types of Media
The Spoken Word: Public Speaking, Committee Speaking, Television and Radio Interviews, Cassette Tapes For Internal Telephone Systems. The Printed Word: National, Provincial, Overseas and Free Distribution Newspapers and Periodicals, Internal and External Journals, Bulletins, Direct Mail, Press Advertising, Posters. The Electronic Written Word: Word Processing, Prestel, Facsimile Transmission. Visual and Audiovisual Aids: Flip Charts, Overhead Projectors, Film, Sound Tape, Audio Cassettes, Sound Cartridges, Slides, Filmstrip, Closed Circuit Television, Video Tape and Cassette Recorders, Video/Cartridge Player, Video Disk, Video Projection, Computer Graphics, Interactive Video, Commissioning Audio-Visual Programmes. Two-Dimensional Graphics: Photography, Hand-Prepared Artwork. Three-Dimensional Media: Signs, Displays, Models. Composite Media: Special Events, Press Conferences, Sales Presentations, Facility Visits, Exhibitions, Export Promotions. Sponsorship. Educational Activities. Acknowledgements.
3 Timing and Handling of Material
News - Its Nature and Criteria, Kinds of News, Basic Rules For News Releases - Content and Presentation, Feature Articles, Publication of Articles, Syndicated Articles, Working With The Printer, Symbols For Correcting Proofs
4 Public Relations In A Large Industrial Company
The Large Industrial Company, The Corporate Public Relations Function and The Role of the Public Relations Executive
5 Public Relations In Marketing
Identification of Problems, Communications Strategy, Difference Between Publicity and Communication Defined, Examples of Successful Public Relations In Marketing
6 Public Relations Consultancy: Background and Definition
Introduction, Types of Consultancy, PR Consultancy Structures, Costs, Fees and Charges, Working With The Client
7 Public Relations In Central Government
Introduction, The British Government Information Services, Political Neutrality, Parliamentary Privilege, Departmental Information Services, Role of the Chief Information Officer, Organization of the Information Division, Central Office of Information and Its Divisions, BBC External Services, British Council, Acknowledgements and Further Reading
8 Public Relations In Local Government
Local Government and The Public, Duties and Objectives, Press, Radio and TV, Information Services, Publications and Graphic Design, Visits and Visitors, Finances
9 Public Relations and Voluntary Movements
Introduction, The Message, Defining The Public, Charities and The Media, Building A Media List, Local Organizations, Partnership With Commerce, Over Pack Offers, Award Schemes, Events and Other Promotions, Structure of the PR Department In Voluntary Movements, Case Histories, Christian Aid, Dr Barnardo's, Age Concern England
10 Parliamentary Public Relations
Introduction, House of Commons 1979-87, House of Lords 1979-87, Contact At Local Level, Industry and Parliament Trust, The Organized Lobby, The Departmental Select Committee System, The Retained MP, Parliamentary Consultants, Defensive Action, Initiating Legislation, The European Community, The Commission, The European Parliament, The Council of Ministers
11 The Ethics of Public Relations
Introduction, The Institute of Public Relations' Code of Conduct, The Public Relations Consultants Association's Code of Consultancy Practice, The Public Relations Society of America's Code of Professional Standards, The Code of Athens
12 The Law and Public Relations
Introduction, Contracts, Careless Mis-Statement, Agency and Vicarious Liability, Employment Law, Companies and Related Matters, Defamation: Libel and Slander, Injurious Falsehood, Copyright, Registered Designs and Patents, Trade Marks, Passing Off, Breach of Confidence, Consumer Protection Law, Competitions, Restrictive Trade Practices: Monopolies and Mergers, Professional Discipline, Conclusion, Further Reading
13 Professional Attitudes
Freedom of the Media, Society and The Journalist, The Journalist and Public Relations
14 Routes To Public Relations
Background Experience, Qualities Required, Preparation For A Career, The C AM Education System, Methods of Study
- No. of pages:
- © Butterworth-Heinemann 1988
- 1st January 1988
- eBook ISBN:
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