Planned press and public relations:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
London u.a.
Blackie
1993
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 313 S. Ill. |
| ISBN: | 0751400165 |
Internformat
MARC
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| 100 | 1 | |a Jefkins, Frank |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Planned press and public relations |c Frank Jefkins |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a London u.a. |b Blackie |c 1993 | |
| 300 | |a IX, 313 S. |b Ill. | ||
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Datensatz im Suchindex
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| adam_text | Contents
PART ONE
PLANNING PUBLIC RELATIONS CAMPAIGNS
1 Is Public Relations Tangible or Intangible? 2
Hypothetical objectives 3.
2 What Is Public Relations? 6
Abuses of public relations 6. Agency or consultancy? 6. Credibility 7. The adversarial situation 7.
PR exercise 8. Purpose of public relations 8. Public relations function and its parameters 9.
Definitions 9. The public relations situation 11. Attributes of a public relations practitioner 14.
Ways in which public relations differ from advertising 14. What is propaganda? 15.
3 Planning a Public Relations Campaign 16
Why plan? 16. Cost effective public relations 17. The six point public relations planning model 18.
Constraints imposed by the model 18. Time — the biggest constraint 19. Analysis of the six point
model 19. Appreciation of the situation 21. Seven kinds of image 21. Methods of appreciating the
situation 23. Sampling 25. Social grades 26. Predicting consequences 27. Public relations
strategy 27.
4 Defining the Objectives 28
Sources of objectives 28. Thirty four possible public relations objectives 29. Analysis of 34 typical
objectives 30. Selecting priorities 43.
5 Publics 44
What are publics? 44. Eight basic publics 44. Some practical examples 44.
6 The Media of Public Relations 49
How public relations and advertising media differ 49. Nature of the media 50. Knowing the
media 50. Studying the media 50. Existing commercial media 51. National newspapers 52.
Breakdown of the British press 53. International press 53. Newspapers 53. Magazines 54.
Directories, yearbooks, annuals 57. Television 58. Radio 59. Public and trade exhibitions 60.
Educational literature and print 61. Direct mail 62. The spoken word 63. Miscellaneous public
relations media 64.
7 Public Relations Costs and Budgeting 65
The financial facts of public relations life 65. The public relations budget 66. Is it cheaper to operate
in house? 67. Costs of an in house department 67. Costs of a consultancy 70. Accounting for
consultancy services 71. Methods of assessing consultancy fees 72. Job numbers and contact
reports 74. Preparing estimates for consultancy proposals 74. Skeleton budgets 74. The value of
budgeting 83.
8 Assessing Results 84
Proving the tangibility of public relations 84. Three ways of evaluating results 84. Evaluating media
coverage 85. Measuring press coverage effectiveness 87. Achieving the 34 objectives 88.
9 Planning Public Relations Events 109
Three kinds of public relations event 109. Radio and television 111. Planning a press conference or
reception 111. Planning a facility visit 118. Royal protocol 123.
10 Exhibitions and Exhibitors 125
Two public relations aspects 125. Public relations support for exhibitors 125. Public relations support
for exhibitions 129. Exhibitions in developing countries 131. Private exhibitions 132.
11 Sponsorship 133
Why sponsor? 133. Advertising objectives 133. Marketing objectives 134. Defining purpose and
viii PLANNED PRESS AND PUBLIC RELATIONS
suitability 134. Kinds of sponsorship 136. Public relations advantages 137. Public relations
spin offs 138. Charity sponsorships 138. Hospitality and participation 139. Sponsored programmes
on TV and radio 139.
PART TWO
ORGANISATION OF PUBLIC RELATIONS
12 In house Public Relations Department or Outside Consultancy 146
Public relations versus advertising situation 146. Positioning of an in house public relations
department 147. Advantages of the in house department 148. Disadvantages of the in house
department 148. Advantages of the consultancy 149. Disadvantages of the consultancy 149. Types
of consultancy 150. Specialist consultancies 151. Services of a consultancy 151. Freelances 151.
13 The Press Officer and the Press Office 152
Role of the press officer 152. Ten responsibilities of the press officer 152. To whom is the press
officer responsible? 153. How are press officers recruited? 154. Desirable qualities of a press
officer 156. The press office 158. News release distribution 160. Press cutting services 161. The
dos and don ts of good press relations 161.
14 Public Relations as Part of Other Duties 164
Other people s job specifications 164. Combined jobs and job titles 164. Other executives 165.
Personnel management/human resources management 168. Management 168.
PART THREE
CREATIVITY
15 How to Write a News Release I72
A special literary form 172. No puffery 172. The editor as referee 173. A bad example 173.
Journalists need training 174. Writing for particular journals 174. A typical example 174.
Quotations 175. Six kinds of news release 175. The Frank Jefkins seven point formula for writing
publishable news releases 175. What is the subject? 177. A practical example 178.
16 The Opening Paragraph I80
17 Presentation I84
Why presentation is important 184. Three purposes of presentation 184. Modern editorial
needs 185. Essential elements of presentation 185.
18 Some News Releases Analysed 195
Why are so many releases dreadful? 195
19 Feature and Syndicated Articles 209
Non speculative articles 209. Articles by staff writers 209. Articles by outside contributors 210.
Supplied articles 210. Negotiating publication 211. Syndicated articles 212. Articles and
advertisements 212. How to write feature articles 214. Plots for articles 214. Seven point article
plotting and research model 215. Presentation of articles 217. Special advantages of public relations
articles 217.
20 Photography for Public Relations Purposes 22°
Publishable pictures 220. Quality of pictures 221. Kinds of photographer 221. Use of public
relations pictures 221. Faults to avoid 222. Some useful hints 223. Captioning 223.
Copyright 224.
21 Video 225
Three essentials of documentary video making 225. Systems and formats 226. Types and uses of
videos 226. Corporate video: satellite business TV 227. Videoconferencing 229. Video news
releases 229.
22 House Journals 235
Internal and external house journals 235. Different kinds of house journal 235. Considerations for
printed house journals 237. Planning issues, obtaining material 237. External house journals 238.
Production of house journals 238.
CONTENTS ix
PART FOUR
PRACTICE OF PUBLIC RELATIONS
23 Professional Codes of Conduct 242
Value of professional codes 242. Complaints procedure 242. The IPR Code of Professional
Conduct 243. The PRCA Investor Relations Code of Practice 247. Other codes 248. Code for
Communication on Environment and Developments 248.
24 Overseas Public Relations 250
Some problems discussed 250. Means of conducting overseas public relations 252.
25 Academic and Professional Qualifications 257
London Chamber of Commerce and Industry 257. Communication Advertising and Marketing
Education Foundation 258. West Herts College/PRCA Diploma in International Public Relations 258.
Bournemouth University 259. Dublin Institute of Technology 259. Leeds Metropolitan University
Business School 260. Napier University, Edinburgh 260. St Mark and St lohn College,
Plymouth 261. University of Stirling 261. Institute of Public Relations 262. International Public
Relations Association 262. International Association of Business Communicators 262. British
Association of Industrial Editors 262.
26 Special Areas of Public Relations 264
The grey revolution 264. Networking 265. Effects of bad advertising 265. Environmental
issues 266. Lobbying 268. Products versus services 268. The family revolution 269.
27 Case Study: Making Friends for Rentokil 271
Introduction 271. The public relations operation: information and objective 274. Planning and
strategy 274. Public relations specification 274. Execution 275. Film and video 275. Press, radio
and television 275. Books 276. Photographs and slides 276. Lectures 276. Wallcharts and
leaflets 276. Rentokil Serviscene 276. Trade Association support 276. Evaluation — some
examples 278. The local authority market 278. The hospitals market 278. The woolly bears
picnic 278. National catch a cockroach month 278. The Manx Pied Piper 279. Conservation groups/
animal welfare/animal rights 279. Financial records 279. Summary 280. What s in a name? 280.
The nature of public relations 281. Necessity of a well informed public 281. Activities generate
news 282. Some achievements 282
Appendix 1 CAM Diploma Syllabuses 284
Appendix 2 CAM Diploma Past Examination Papers and Case Studies in Public
Relations Practice and Public Relations Management 285
Appendix 3 Bibliography 297
Appendix 4 Addresses of Societies and Education Organisations 300
Appendix 5 Services 301
Index 303
|
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| discipline | Allgemeines Soziologie Wirtschaftswissenschaften |
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| isbn | 0751400165 |
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| spelling | Jefkins, Frank Verfasser aut Planned press and public relations Frank Jefkins 3. ed. London u.a. Blackie 1993 IX, 313 S. Ill. txt rdacontent n rdamedia nc rdacarrier Public relations Publicity Planung (DE-588)4046235-3 gnd rswk-swf Massenmedien (DE-588)4037877-9 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Massenmedien (DE-588)4037877-9 s Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 Planung (DE-588)4046235-3 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006607336&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Jefkins, Frank Planned press and public relations Public relations Publicity Planung (DE-588)4046235-3 gnd Massenmedien (DE-588)4037877-9 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
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| title | Planned press and public relations |
| title_auth | Planned press and public relations |
| title_exact_search | Planned press and public relations |
| title_full | Planned press and public relations Frank Jefkins |
| title_fullStr | Planned press and public relations Frank Jefkins |
| title_full_unstemmed | Planned press and public relations Frank Jefkins |
| title_short | Planned press and public relations |
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| topic | Public relations Publicity Planung (DE-588)4046235-3 gnd Massenmedien (DE-588)4037877-9 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
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