The Practice of Public Relations
3rd Edition
Published on 3. June 2016
284 pages
978-1-4831-8310-7 (ISBN)
Description
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.
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Content
ContentsList of IllustrationsList of ContributorsPreface To the Third EditionIntroduction: The Plight of the PianistThe Importance of Effective Communications and of the Status of Public Relations1 Operational Public RelationsIntroduction, Problem Analysis, Objectives, Targets, Programme Planning, Strategy and Method, Costing and Budgetary Control, Case Presentation, Execution, Reporting, Assessment2 Types of MediaThe 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.
