Public Relations
Made Simple
Published on 3. June 2016
286 pages
978-1-4831-8317-6 (ISBN)
Description
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.
More details
Person
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'.
Content
PrefaceAcknowledgmentPar 1: Public Relations as a Management Function 1 Introduction to Public Relations What Do We Mean by Public Relations? Historical Background Publics 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 Whitewashing 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 Imagination 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 Contract Defamation Copyright Passing Off Lotteries 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 Quangos 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 SocietiesPart 3: Operational Public Relations 15 Planning PR Programs Submission of a PR Program Charting a PR Program Controls 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 Time Materials Expenses Three Examples of Budgets 20 Preparing Reports and Propositions Internal Report Consultancy Proposition 21 Assessment of Results Observat
