Public Relations : An Emerging Specialised Profession: Text and Case Studies

Contents: Preface. 1. What is public relations? 2. Functions of public relations. 3. Public speaking. 4. Non-verbal behaviour and communication. 5. Communication. 6. Barriers to effective communication. 7. Persuasive writing. 8. Corporate public relations. 9. Crisis public relations. 10. Relations with the media. 11. Advertising. 12. Media encounter. 13. Case studies. Select bibliography. Index.

"This first of its kind book is an insightful view into what makes public relations an important and emerging specialised profession in this era of globalisation.

"Public relations is fast emerging as a separate management discipline, distinct from management, mass communication and journalism. It is hardly possible to exaggerate the role, which public relations can play in our society. PR profession is still in very premature stage in India, organizations and common man are not aware of the profession. Though number of universities and institutions are offering courses in the field but majority of people don’t know the speciality of the profession.

"Public relations is closely associated with mass communication, marketing and journalism. PR has not only emerged as a distinct profession but also become an important and necessary tool for constructive management.

"Beginning with definitions of and development in public relations and functions of PR and topics related to public speaking and communication, the book covers the key elements of any successful public relations programme, looking at their application in specific areas such as nonverbal behaviour and communication, barriers to effective communication, persuasive writing, corporate public relations, relations with the media, advertising, media encounter. Its focus on the functions of PR that underpin the successful practice of public relations makes this book essential reading for all those who want to know about the subject whether as students of PR degree or diploma courses, or as professionals who have taken the responsibilities for communication.

"The book is designed to serve as a step-by-step guide for using communication skills to achieve maximum utilization of PR techniques, with each chapter serving as a building block for the next.

"This unique and immensely practical manual will appeal to all aspiring and professional public relations personnel. The book will also be immensely useful to students of advertising, marketing, mass communication as it will give them a ‘behind-the scenes’ peek into the profession." (jacket)