Public Relations in Principle and Practice Part -(Diploma-Postgraduate)

Course Contents, Concepts and Issues

Defining Public Relations

Popularity of Public Relations

Planned Process to Influence Public Opinion

Public Relations as Management Interpreter

Public Relations as Public Interpreter

The Publics of Public Relations

The Functions of Public Relations

The Curse of “Spin”

Technical/Attitudinal Requirements for Public Relations Work

The Growth and Future of Public Relations

Ancient Beginnings

The Father of Modern Public Relations

The Growth of Modern Public Relations

Public Relations Comes of Age

Public Relations Education

PREPARING YOUR PUBLIC RELATION ROLE

Communication in Public Relations

Purposes of Communication

Theories of Communication: Traditional

Theories of Communication: Contemporary

The Word

The Message

Receiver’s Bias

Feedback

Public Opinion and Public Relations

Defining Public Opinion

What Are Attitudes?

How Are Attitudes Influenced?

Attitude Change Motivation

Power of Persuasion

How to Influence Public Opinion

Polishing the Corporate Image

Maintaining and Managing Reputation

Public Relations Management and Planning

Management Process of Public Relations

Reporting To Top Management

Conceptualizing the Public Relations Plan

Creating the Public Relations Plan

Activating the Public Relations Plan

Setting Public Relations Objectives

Budgeting For Public Relations

Implementing Public Relations Programs

The Public Relations Department

The Public Relations Agency

Reputation Management

The Jobs

Payment

Women and Minorities

Employing Ethics in Public Relations

Doing the “Right Thing”

Ethics in Business

Corporate Codes of Conduct

Corporate Social Responsibility

Ethics in Government

Ethics in Journalism

Ethics in Public Relations

The Legal Parameter of Public Relations

Public Relations and the Law

The First Amendment

Defamation Law

Insider Trading

Disclosure Law

Ethics Law

Copyright Law

Research and Public Relations

Role of Research in Public Relations

What Constitute Research

Principles for Public Relations Research

Types of Public Relations Research

Methods of Public Relations Research

Surveys

The Sample

The Questionnaire

Interviews

Results Analysis

Communications Audits

Unobtrusive Methods

Evaluation

Measuring Public Relations Outcomes

Research and the Web

Making Use of Outside Research Help

Meeting, Banquets, Conventions, Trade Shows and Promotional Activities

Introduction

Group Meetings

Banquets

Open House and Plant Tours

Conventions

Trade Shows

Promotional Events

Entertainment, Sports and Tourism

Promoting a Personality

Promoting an Entertainment Event

Sports Publicity

Travel Promotion