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Файл:черновик пособия.doc
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- •Why Organizations Need Public Relations
- •Defining Public Relations
- •Confusion with Other Organizational Communication Functions
- •Directions and history General pr Directions As you have probably understood pr is a very broad field of activity, it includes not only advertisement, as you might think, but many other spheres.
- •History
- •Attitudes and Opinions
- •Building Public Opinion
- •Receiver
- •Men’s perception of information
- •Public Relations and Public Responsibility
- •Models of Public Relations
- •Warner-lambert creed
- •Planning and executing a public relations campaign
- •Surveys
- •Focus Group Interviews
- •Analysis of Data
- •Audience Message
- •Audience Message
- •Strategic management
- •The Stakeholder Stage
- •The Issues Stage
- •The Objectives Stage
- •The Planning Stage
- •The Implementation Stage
- •The Evaluation Stage
- •Outlining
- •Sentences and Paragraphs
- •Word Length
- •Word choice
- •Errors to avoid
- •Spelling
- •Gobbledygook and Jargon
- •Poor Sentence Structure
- •Wrong Words
- •"Sound-alike" Words
- •Redundancies
- •Too Many Words
- •Too Many Numbers
- •Too Many Capitals
- •Politically Incorrect Language
- •Persuasive Writing
- •Audience Analysis
- •Source Credibility
- •Appeal to Self-interest
- •Clarity of the Message
- •Timing and Context
- •Symbols, Slogans, and Acronyms
- •Semantics
- •Suggestions for Action
- •Content and Structure
- •Preparing News Releases
- •Editors Depend on Releases
- •Flyers Aren't Releases
- •Paper and Typeface
- •"News" Flag
- •Release Date
- •Contact Person
- •Serial Number
- •Headline
- •Wheeling Steel Appoints Jones To Head Pittsville Foundries
- •Health Fairs to Explain Benefits
- •Slugline, Continuations, and End Sign
- •The Summary Lead
- •Handling Quotes
- •Feature Style
- •Sidebars
- •Varied Names
- •Research
- •What's the "Big Idea"?
- •Organizing and Outlining
- •How Much to Say?
- •Working with the Speaker
- •Provide Coaching
- •Polish During Rehearsal
- •Misuse of Visual Aids
- •Evaluation
- •Dealing with Brushfire Topics
- •Checklist • Ten Tips for Surviving a Media Interview
- •Exhibits and Special Events
- •Visual Impression
- •Traffic Pattern and Lighting
- •Furniture and Floor Covering
- •Audiovisual Equipment
- •Maintaining the Display
- •Hospitality Suites
- •Catering to the Press. Press Conferences
- •Avoid Embarrassing Silences
- •How to Issue the Invitation
- •Dealing with Journalistic Ethics
- •Check the Facilities Representatives of the pr department should make at least one on-site inspection, accompanied by a sales representative of the facility, to check for items such as:
- •Offer Helpful Handouts
- •Pr Staff Relations with the Press
- •Using Radio
- •Paid Advertisements
- •Public Service Announcements
- •Talk Shows
- •Getting It Timed Right
- •The spot lacks a local angle
- •Live Announcer or Taped Spot?
- •Psa: 30 seconds
- •Psa: 30 seconds
- •Television and Cable
- •Target vnRs Carefully
- •The Story Conference
- •Preparing the Script and Storyboard
- •Getting on the Talk Shows
- •Cnn Provides Placement Opportunities
- •Approaching Your Local Cable Operator
- •Internet in Public Relations
- •International Public Relations
- •Culture
- •Examples of Legal Problem
- •Libel and Slander
- •Invasion of Privacy
- •Releases for Advertising and Promotion
- •Regulations of Government agencies
- •Copyright Law
- •Fair Use and Infringement
- •Guidelines for Using Copyrighted Materials
- •Trademark Law
- •Contract Considerations
- •Client Contracts
- •Freelancer Contracts
- •Facilities Contracts
- •Working with Lawyers
- •Ethics and Professionalism
- •What is public relations. Definitions ans aims
- •Public relations (pr) – Паблик рилэйшнс, связи с общественностью
- •Field of study – наука, поле деятельности
- •Pr scholars – основатели науки, исследователи pr
- •Strategic planning
- •Planning and executing a public relations campaign
- •Preparing News Releases
- •Preparing Brochures
- •Meeting – встреча
- •Exhibits and Special Events
- •Catering to the Press. Press Conferences
- •Using Radio
- •Television and Cable
- •Internet in Public Relations
- •Legal Requirements
- •Puffery – навязчивая, дутая реклама
- •Appendix b what is public relations. Definitions and aims
- •Directions and history
- •Strategic planning
- •Planning and executing a public relations campaign
- •Preparing News Releases
- •Preparing Brochures
- •Exhibits and Special Events
- •Catering to the Press. Press Conferences
- •Using Radio
- •Television and Cable
- •Internet in Public Relations
- •International Public Relations
- •Legal Requirements
- •Appendix c public relations’ websites Public Relations Society of America – www.Prsa.Org
- •International Public Relations Association – www.Ipranet.Org
- •Pr in Press Through Internet pr Week (London) – www.Prweek.Com
- •News and Inquiries Sources
Appendix c public relations’ websites Public Relations Society of America – www.Prsa.Org
Public Relations Student Society of America – www.siu.edu/~prssa/
Burson-Marsteller – www.bm.com
International Public Relations Association – www.Ipranet.Org
Arthur W. Page Society – www.awpagesociety.com
Hill & Knowlton – www.hillandknowlton.com
Weber Shandwick Worldwide – www.webershandwick.com
European Public Relations Confederation – www.cerp.org
Great Britain – Institute of PR – www.ipr.org.uk (www.ipr.press.net)
PR Consultants Association – www.martex.co.uk/prca
Germany – DPRG – www.dprg.de
GPRA – www.gpra.de
Austria – PR Verband Austria – www.publicrelations.at
Belgium – www.bprca.be
Canada – Canadian PR Society – www.cprs.ca/dafault.htm
Denmark – www.dprg.dk
Sweden – www.swisspr.ch
New Zealand – www.prinz.org.nz
Singapore – www.iprs.org.sg
Pr in Press Through Internet pr Week (London) – www.Prweek.Com
(New-York) – www.prweekus.com
+ www.prweekworldwire.com
Советник (Россия)– www.sovetnik.ru
Сообщение (Россия) – www.soob.ru
News and Inquiries Sources
Russia – www.raso.ru
Worldwide – www.pronline.ru
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