Professional Journalism and Public Relations

Contents: Preface. 1. Introduction. 2. Emergence and development of public relations. 3. Public relations in action. 4. Writing for public relations. 5. Managing public and media relations. 6. Propaganda and public relations. 7. Role of advertisement. 8. Relevant laws and ethics. Glossary. Bibliography. Index.

"In practice basically Public Relations (PR) is the practice of managing the flow of information between and organisation and its publics. Public relations, often referred to as PR gains an organisation or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Because public relations places exposure in credible third-party outlets, it offers a third party legitimacy that advertising does not have. Common activities include speaking at conferences, working with the press, and employee communication. Public relations can be used to build rapport with employees, customers, investors, voters, or the general public. Almost any organisation that has a stake in how it is portrayed in the public arena employs some level of public relations. The advent of social media is the most pre-eminent trend in PR today. Social media releases, search engine optimization, content publishing, and the introduction of pod casts and video are other burgeoning trends. Public relations and publicity are not synonymous but many PR campaigns include provisions for publicity." (jacket)