Public Relations Principles and Practices

Public Relations: Principles and Practices is a comprehensive textbook designed for under- and post-graduate degree/diploma 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 Fundamentals and Emergence gives an overview of PR and acquaints the readers with the emergence of PR. The second part on Process and Practice discusses in detail the PR window for developing a PR program, 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 part on Applications discusses PR relations with several publics like customers, dealers, vendors, employees, investors, and media; and key issues like corporate social responsibility, community relations, event management, crisis management, government PR, lobbying, and institutional advertising. The section also deals with corporate image, corporate identity, house journals, and PR ethics. The final part on Support Service elaborates on the role and structure of PR agencies.

Students of media studies 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 PR professionals.

Iqbal Sachdeva, former secretary of Public Relations Society of India, is a communication and media specialist and has worked in various fields like communications, public relations, advertising, sales training, and marketing. He has three decades of industry experience with Goodyear Tyre and Rubber Company and is a guest faculty at various business and media institutes. He writes for papers like Observer, Financial Express, Hindustan Times, The Tribune, etc. as a freelance journalist. He was honoured with the coveted EJ Thomas Goodyear Spirit Award and is a member of Delhi Management Association, Delhi Advertising Club, etc. He was also regional chairman of Industrial Editors Association of India and has been the editor of company journals.