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Drawing on the experience and vision of more than 200 experts in the United States and Canada, this book analyzes the impact of trends that cut across the entire industry and cites a number of case histories to illustrate how different firms handle challenging questions and opportunities. Provides insights on a wide range of topics: creativity; the audit and problem solving bases of objectivity; new research designs; client relations strategies and client-side perspectives, relationships with advertising agencies and much more. Originally published by Longman in 1987.
"The Public Relations Practitioner's Playbook" is how-to and hands-on. Theory is woven into thousands of proven techniques, tips, tactics, tools and strategies spread over nearly 600 pages. Explanations, examples and anecdotes are in a language that should appeal to experienced practitioners, college students and organization volunteers who assist with public relations and publicity. "The PR Practitioner's Playbook" - an anatomy of the public relations profession - relies on my experience as a reporter, editor, public relations counselor, and strategic advisor and evaluator. It demonstrates that successful writers practice their craft with poise and eloquence. It is an extension of the author's classroom, which many students call, "Litwin's laboratory for practical knowledge." As former KYW Newsradio colleague Kim Glovas observed," Larry's voice is the voice of this book." Among those considered mentors - and contributors to this book - are Nick George, former managing editor at ABC Radio News, ABC sportscaster Howard Cosell, KYW Newsradio anchor Bill Bransome, print journalist extraordinaire Everett S. Landers and legendary broadcast journalist Edward R. Murrow. They spent countless hours helping the author hone his skills and encouraging me to be an open, honest, thorough and valid (relevant) communicator. They stressed tangible tools, and such attributes as knowledge, loyalty, judgment, trust, credibility, ethics and integrity. "The Public Relations Practitioner's Playbook" serves as a basic or supplemental text in introduction to public relations and graduate overview courses. It offers a refreshing, down-to-earth approach to which many students are just not accustomed. Strategic advisors refer to it as a "potpourri of proven public relations techniques." The companion CD-Rom contains, among its many tactics, three PowerPoints(r) that summarize the 17 chapter
The aim of this book is about introducing you to the concepts of strategic public relations. Despite previous comments, the basic assumption of this book is that readers have some general knowledge of management and business terminology. Furthermore, the text in this book is based in current research and scholarly knowledge of the public relations discipline. Whether you are reading this book to acquire knowledge in a new field, updating your knowledge, or as part of an educational program or course. Each chapter is short enough to be manageable, but filled with information, that does not rely on complicated examples or charts and diagrams. Furthermore, this book includes a few original public relations case studies that have been written in order that concepts discussed can be illustrated and applied. This Book Is Divided Into 16 Parts: Chapter 1: What is Public Relations; Chapter 2: The History of Public Relations, Chapter 3: Public and Media Relations Planning; Chapter 4: Working With The Media; Chapter 5; "Approaches to Public Relations," and Chapter 6 "Public Relations as a Management Function" focus on the importance of the profession, its taxonomy, the academic research showing how public relations should be conducted, and the function as a part of management. Chapter 7 "Organizational Factors for Excellent Public Relations," Chapter 8 "Public Relations and Organizational Effectiveness," Chapter 9 "Identifying and Prioritizing Stakeholders and Publics," and Chapter 10 "Public Relations Research: The Key to Strategy" offer a look at organization, its structure, effectiveness, and how the public relations process is managed--through the relationships with publics and stakeholders, conducting research, and the process of strategically managing public relations. Chapter 11 "The Public Relations Process--RACE," Chapter 12 "The Practice of Public Relations," Chapter 13; Ethics, Leadership and Counseling, and Moral Analyses," Chapter 14; " Infamous Public Relations Blunders" Chapter 15: " Positive Public Relations Campaign" and Chapter 16 "Best Practices for Excellence in Public Relations" provide an advanced discussion of public relations specialties by types: corporations, agencies, government and public affairs units, nonprofits, NGOs, and activist groups. We offer guidance for perhaps the most difficult situations in public relations--counseling upon ethics and taking a leadership role--and finally we discuss what research shows regarding how to make the public relations function the best it can be. We recommend reading the book in this order to build upon the logical flow of terminology, processes, and management knowledge and apply it accodingly.
Effective Public Relations presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices. This "bible" of the public relations field continues in its role as the single most authoritative and complete reference for public relations professionals. Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the "bible of public relations," the new edition covers the many aspects of public relations theory and practice in a variety of settings. This text also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations. An excellent, essential desk reference for those in the practice.
Long admired as the "practitioners" Public Relations text, Seitel's The Practice of Public Relations continues its tradition as the most visual, up-to-date and straightforward principles text available. For the aspiring student of public relations to the veteran professional seeking a refresher, Seitel's text leads the reader thru the evolution of the practice, the preparation and process necessary to reach a variety of "publics" and most importantly how to implement actual PR practice. Drawing on his own vast professional experience, his role as a PR commentator on major U.S television networks such as CNN, ABC and FOX, and his network of industry leaders, Public Relations faculty and generations of PR professionals, Seitel presents the industry with dynamism and relevancy.&&