Principles and Practice of Public Relations

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JLS 610

PRINCIPLES AND PRACTICE OF PUBLIC RELATIONS

JLS 610

PRINCIPLES AND PRACTICE OF PUBLIC RELATIONS

Course Code Course Title Course Developer Content Editor Programme Leader

JLS 610 Principles and Practice of Public Relations Ojomo W. Olusegun Dr. Adidi O. Uyo Christine I. Ofulue (Ph.D) National Open University of Nigeria Victoria Island Lagos. Chidinma Onwubere National Open University of Nigeria Victoria Island Lagos.

Course Coordinator

NATIONAL OPEN UNIVERSITY OF NIGERIA
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JLS 610

PRINCIPLES AND PRACTICE OF PUBLIC RELATIONS

National Open University of Nigeria Headquarters 14/16 Ahmadu Bello Way Victoria Island Lagos Abuja Annex 245 Samuel Adesujo Ademulegun Street Central Business District Opposite Arewa Suites Abuja e-mail: centralinfo@nou.edu.ng URL: www.nou.edu.ng National Open University of Nigeria 2006 First Printed 2006 ISBN: 978-058-987-2 All Rights Reserved Printed by …………….. For National Open University of Nigeria

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JLS 610

PRINCIPLES AND PRACTICE OF PUBLIC RELATIONS

TABLE OF CONTENT
Module 1 Unit 1 Unit 2 Unit 3 Unit 4 Module 2 Unit 1 Unit 2 Unit 3 Unit 4 Unit 5 Module 3 Unit 1 Unit 2 Unit 3 Unit 4 Unit 5 Module 4 Unit 1 Unit 2 Unit 3 Unit 4 Unit 5 Module 5 Unit 1 Unit 2 Unit 3 Unit 4 Unit 5 iv

PAGE

Meaning and Scope of Public Relations…… 1 Definitions and components of public Relations……………………………………… Functions and Careers of Public Relations …... Public Relations and Related Concepts………. Public Relations Publics……………………… 1-7 8-10 11-19 20-26

Evolution and Process of Public Relations… 27 Origins and Pioneers of Public Relations…….. History and Development of Public Relations in Nigeria……………………………………... Models of Public Relations…………………… Models of Public Relations (The Melvin Sharpe’s Model)……………………………… Research in Public Relations…………………. 27-32 33-38 39-44 45-49 50-60

Writing and Speaking In Public Relations… 61 The Challenge of Writing and Speaking in Public Relations………………………………. Editing and Proofreading……………………... The Press Release…………………………….. Speaking in Public Relations…………………. The Process of Successful Public Relations Speeches……………………………………… 61-67 68-75 76-83 84-87 88-94

Public Relations in Action…………………... 95 Public Relations Planning…………………….. The Public Relations Plan……………………. Public Relations for Non-profit Organisations…………………………………. Crisis Communication Management…………. Steps in Crisis Communication………………. 95-101 102-109 110-116 117-124 125-131

Public Relations and Society……………….. 132 The Role of Public Relations in Society……… Public Opinion and Propaganda……………… Public Relations and the Law………………… Ethics in Public Relations…………………….. Cases in Public Relations…………………….. 132-137 138-148 149-153 154-161 162-167

JLS 610

PRINCIPLES AND PRACTICE OF PUBLIC RELATIONS

APPENDICES……………………………………………… 168-180

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JLS 610

PRINCIPLES AND PRACTICE OF PUBLIC RELATIONS

MODULE 1
Unit 1 Unit 2 Unit 3 Unit 4

MEANING AND SCOPE OF PUBLIC RELATIONS

Definitions and components of public relations Functions and Careers of Public Relations Public Relations and Related Concepts Public Relations Publics

UNIT 1
CONTENTS 1.0 2.0 3.0

DEFINITIONS AND PUBLIC RELATIONS

COMPONENTS

OF

4.0 5.0 6.0 7.0

Introduction Objectives Main Content 3.1 Defining Public Relations 3.2 Components of Public Relations 3.3 What public relations is not Conclusion Summary Tutor-Marked Assignment References/Further Readings

1.0

INTRODUCTION

Like most subjects or disciplines, public relations has as many definitions as there are authors and practitioners in the field. These authors and practitioners offer varying definitions based on their knowledge, experience and practices perspectives. However, as we examine these definitions, you will observe points of similarities and unanimity in them.

2.0

OBJECTIVES

At the end of this unit, you should be able to: • • • Accurately restate at least two definitions of public relations....
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