• ISBN13: 9780195699180
• Binding: Paperback
• Subject: Communication, Mass Media and Journalism
• Publisher: Oxford University Press
• Publisher Imprint: Oxford UP
• Publication Date: November 21, 2009
• Pages: 584
• Original Price: INR 1050.0
• Language: English
• Edition: N/A
• Item Weight: 820 grams
• BISAC Subject(s): Public Relations

Public Relations: Principles and Practices is a comprehensive textbook designed for students of mass communication, corporate communications, and public relations (PR). The core concepts of PR have been explained through numerous examples, exhibits, tables, and illustrations.

Divided into five parts, the first part of the book on Fundamentals and Emergence gives an overview of PR and acquaints the readers with the emergence of the field. The second part on Process and Practice discusses in detail the PR window for developing a PR programme, which includes scanning the environment, creating a communication plan-strategy, implementing the plan, and measuring its impact. The third part on Skills focusses on key communication and negotiation skills, which are essential for PR professionals. The fourth part on Applications goes on to discuss PR relations with several publics like customers, dealers, vendors, employees, investors, and media. The final part on Support Service elaborates on the role and structure of PR agencies. Students of media studies and those aspiring to be public relations professionals will find this book highly useful for its in-depth coverage of the key PR concepts. The book will also serve as a handy tool for practicing professionals.