Public Relations

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 Observation and Experience Feedback and Its Assessment Research 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 Television Radio 24 Documentary Films and Visual Aids Documentary Films Video-tape Video-discs Filmstrips Slides Exhibits, Scale and Working Models Visual Aids and Internal Relations 25 House Journals Types of House Journals House Journal Techniques Externals 26 Corporate Identity History Four Basics Trade Characters Slogans 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 Conferences 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? Credibility Originality 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 37 WORKING WITH THE PRINTER 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 Index