Effective Public Relations and Media Strategy

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PHI Learning Pvt. Ltd., Nov 2, 2009 - Business & Economics - 536 pages
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This comprehensive book, written in an easy to understand language, aims at not only equipping the reader with the necessary tools for building a career in public relations but also assisting him or her in becoming an effective Public Relations Manager. The book strives to cater to the different areas of public relations such as public relations in banks, tourism, NGOs, public transport, municipal government, media, and global public relations. In this text, Professor Narasimha Reddi compresses within the covers of a single volume his many decades of teaching and professional experience. He gives a masterly exposition of the theory and best practices of the profession. Divided into five parts, the book gives a clear analysis of the multi-dimensional aspects of public relations and communication, practices, and the different public relations media. KEY FEATURES  Provides teaching aids for easy understanding of the subject such as points to remember and review questions  Gives Seven Case Studies that reflect employee relations, media relations, customer relations, and crisis management. These would greatly help students know the practical aspects of public relations. The book is primarily intended as a text for students of Public Relations, Journalism, Mass Communication, and Advertising. In addition, it should be of great benefit to the teaching community and public relations practitioners.
  

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Contents

CONTENTS
4
Distinction between Propaganda and PR
7
What is Publicity?
10
Advertising Defined
13
What is Public Affairs?
18
What is Marketing
25
Points to Remember
35
Models of Communication
41
India Shining
265
International PR Organisations
272
Trade Wars
275
Effects of Trends on organisations
282
Review Questions
292
Code of Ethics
298
Medium is the Message
304
Points to Remember
312

Evolution of Public Relations 4763
47
Father of Modern PR
56
Review Questions
63
Major PR Publics
70
The Court of Public Opinion
76
Review Questions
82
Strategic Public Relations 8398
83
Points to Remember
96
Managing PR AgenciesConsultancy
116
Points to Remember
122
ResearchThe First Step
130
Points to Remember
142
Corporate Identity and Corporate Image
151
Corporate Social Responsibility
159
Stakeholders Relations 165191
165
The Customers PR
172
The Community Relations
179
The Government Relations
184
Review Questions
191
Crisis PR Strategy
197
Review Questions
203
What is Government PR
207
All India Radio and Doordarshan
218
Impact of PR
228
Multimedia Approach
231
The Need for PR
237
Challenges of Public Enterprises
243
PR in Public Transport Corporation
249
Functions
253
NGO Sector in India
259
Listening Process
318
How to Write a Good Press Release?
327
Press Tour
336
Points to Remember
342
Exhibitions
348
Electronic MediaRadio and Television 354373
354
Writing for Radio
360
Review Questions
372
AudioVisual Media Films 374381
374
Points to Remember
380
Points to Remember
389
Review Questions
398
Points to Remember
410
The principles of good media relations
416
Points to Remember
422
Guidelines for Effective Writing 424432
424
This
428
Review Questions
432
Attributes
441
Points to Remember
447
The Origins Development of PR in
451
The Era of Publicity 18581919
461
Indian PR with Global Perspective 19912009
470
ACTION SPEAK
477
Dogs Are Mans Best Friends
480
ONGC
489
ONGC
490
Miracle of Mini Poster
496
Index 503507
503
Copyright

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About the author (2009)

C.V. Narasimha Reddi (Ph.D.), the Editor of Public Relations Voice (a premier journal on Public Relations in India) has been University Grants Commission National Professor in Public Relations, Advisor, Public Relations. Professor Reddi is a multi-faceted personality with unique attributes of a PR practitioner, an academician, editor, publisher, writer, author and broadcaster – a rare combination in the Indian setting. During his career spanning several decades, Dr. Reddi has occupied many positions such as former Director (Public Relations) Andhra Pradesh (AP) government, Press Secretary to four former Andhra Pradesh Chief Ministers, Director, Public Relations, A.P. State Road Transport Corporation, Director, Bhavan’s College of Communication & Management, Advisor, Public Relations, Osmania University and Dr. B.R. Ambedkar Open University, Hyderabad. He was also Vice-Chancellor’s Visiting Scholar, University of Canberra, Australia and visiting Professor to Universities in USA, UK and China. He was National President, Public Relations Society of India; Founding Member, Global Forum for Public Relations; and Member, Asian Media Information and Communication Centre, Singapore. He has authored seventeen books and edited two books in the field of Communication and Public Relations.

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