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Stuart M. Levy has more that twenty years of

experience in the field of public relations. He is

founder and president of SML Communication,

Inc., a Texas based training and public relations

firm. As a well-know professor of public relations,

he has been associated with various educational

institutions, where he teaches courses in publicrelations. He also serves as a honorary member

in the advisory committees of various professional

institutions.

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PR Public Relations means an industry that

influences public opinion towards an

organization and its products and services.

The first PR firm , The Publicity Bureau wasestablished in 1900 by forms newspaper men

with Harvard university

PR Profession Eduward Bernays clul Byloer

Iny lee was first produlioner of PR

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PR Includes:

Communication, Psychology, sociology, political

economics & Principles of management and

ethics,

It conducts it duties press conferees politics &

civil society entertainment & celebrityHow PR function on effective communication

target audience key issues selection criteria

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In this chapter the author has just started with

the PR in brief. It has given the most basic of PR

principles in very simple and understandable

manner. There is detailed introduction about

each topic. It is explained in very simple mannerwithout leaving any doubts in mind of the

reader. It has covered all the important points in

the chapter.

Demerits

They made the introductory chapter very lengthy

Some part of the paragraph is not require as it

has the repeated explanation

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PR multicultural

Cultural theory scholars labeled these differentrationalities as cultural biases which supportsthe particular as cultural voice primes of cultural

biases cultural tribe. Cultural theory proposes that each couple of life

is incomplete the five way cultural theory in PRincludes fatalist Voice

Fatalist voiceHierarchical voice

AI voice

CI voice

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The chapter itself indicates that the pr ismulticulture. Each culture has been presented inin a very intellectual manner. Every culture andvoice is cleverly written and easy to understand.

The writer has given the brief detail of eachtheory and smartly related to it in PR

DEMERITS

In this chapter the writer has diverted from thetopic to some extent.

Because of which the chapter becomes misguidinand confusing eg confusion between the culturevoice and theory

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Securing the best PR services must be theagenda of an organization

PRCA ( public relation consultant association)is produce to clarify queries in two partsconcentration on technical aspects

Role of PRCA Responsibility,crisismanagement etc, communication is givenmajor importance.

Consultancy depends upon the hour and days.Value of PCR

Good consultancy, accurate and experience,design elastically.

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In this chapter the author has described about howthe purchasing power reflects the shares and otherorganization. There are various consultancies thatwork in functioning of the PR smoothly. Consultancieshave their own criteria according to which theyfunction and even charge their fees depending upontheir status. The chapter has provided with detailexplanation about the smooth functioning of theconsultancies.

Demerits

in this chapter the writer has presented it in such a waythat it indicates that the consultancies of PRbecomes an profit making organization , which is nottrue. There is the description about fees of theconsultancies often.

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The main motive of PR is reputation and relationship leadsto profit.

FINANCE TRANNY

Business school practice real world competition and thereis little scope for reputation and relations.

Profit oriented Lack communication skills.

PR Real success depends upon the public satisfaction.

PAGE PRINCIPLES

Truth, action, listen to customers

Manage for tomorrow Good conduct of PR

Calmed ,patient & good humored

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The main motive of PR organization is makereputation and maintain the relationship withthe people which leads to their profit. theirmain aim is to satisfy their customers unlike the

other profit making organization. The chapterhas very interestingly written differentiating theB -school and PR organizations it has alsomentioned about the different PAGE principles.

Demerits

While through the chapter the b- schools hasbeen very strongly explained compared to the PRorganizations . It has been given the morehighlighted.

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PR can be examined from a variety of framework such as critical and rhetorical perspective.

PR THEORY

There are seven framing models

-Framing models

-Framing situation

-Framing attributes

-Framing of risk choices

-Framing of action

-Framing of issues

-Framing of responsibility

-Framing of news

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PR can be examined from a variety of frame

works. In this chapter the writer has given

the brief detail of each framing model . Its

written in a very straight format. Eachtheory has its own significance.

Demerits

Every theory of framing could have been

explained with good n current exampleswhich would have been more impactful to

the readers.

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PR is difficult to practice related toorganizational behavior

Goal dimensions of PR

Quest for positive image

Quest for substantial behavioral relationship ofan organization & PR

PR Behavior

Integrated PR organization

Promotional PR organization Technical PR organization

Restricted PR organization

Typology of power

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In this chapter the writer has explained aboutdifficulties involved in practicing PR in theorganizational behavior. It is gaol oriented. Forwhich it PR functions as strategies and managers

to generate valuable outcome of theorganisation.it has also mentioned about thevarious aspects of PR strategies such astechnical PR, Restricted PR, Promotional PR etc,each strategies of PR is intellectually executed

in the writing. demerits

There is a lack of interrelation in each and everytopic

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Organizations are goal oriented

Confidence & Ability to speak

Provide accurate and quick information

Scientific and technical information

Scientific uncertainty Factors affecting risk perception

Building trust and credibility

Avoiding pitfalls managing hostile situation

Communication with media Interview & guidelines

Planning and preparations

Presentation in public meeting

Able to answer question

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Communication is most important factor for anyorganization in achieving the goal. in this chapter thewriter has very briefly describe about the how one issupposed to behave and maintain the posture duringthe conferences and interview. The writer has

explained it in depth. It has mentioned all thepossible points about the interview and maintainingrelationship with the media and also given variousadvice regarding handling of media to tackle difficultinterviews. Its a very simple and easy chapter.

Demerits

In this chapter the writer has mentioned same pointstwice or sometimes even thrice. There is repetitionof same explanation. The chapter could have beenshort but there is too much explanation of simpletopic in a lengthy manner.

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Online communication is strongly influencing people

PR practioners have found that technology can supplementtask such as maintenance media list analyzing media clipsand obtaining immediate feedback.

Customer satisfaction primary goal

Maintain trust loyalty of people web site design

Information satisfaction

Significance of electronic commerce

Effective web site design

Influence web relationship Online community building

E-commerce web site design model

Public relation strategy dimensions

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In this chapter the author has mentioned aboutthe various aspect of the online communication.Every Paragraph of the chapter is well describe.As online has become the new trend. it mostlyfocuses on the trust, loyalty and satisfaction of

the customers. It also mentions about variousterms such has graphics animation navigation e-commerce.

Demeits

Though the chapter has all he good points about

the online & e-commerce but fails to explain thedrawbacks of online in PR. The writer must havealso suggested about the remedy to overcomesuch problems

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Community information cultural, financial

geographical

Providing information since 1970 & refer as I&R

Community networking providing people withamazing nonstop services

Electronic world

Use of network CI system

Barriers to using CI system Public online information behavior

Individual & builds community

Sense making

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Internet use has reverse effect by isolatingindividuals and decreasing interpersonalinteractions. In this chapter the writer has givenbrief discussion about the communityinformation ,so that there is interaction among

the masses. There is detail and minuteexplanation about the CI. The chapter has mostlycovered all important aspects of CI linking to allpossible fields.

Demerits

There are irrelevant information in this chapterwhich is actually not require

Too many information may also leads toconfusion.

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Ethics are concerned with what people should doas opposed to what we are obliged to do.

It includes-

Values

Religious cultural

Decision making about actions

Way of ism

Different stages

Pre conventional

Conventional

Post conventional level

Professional and organizational ethics

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This is the very short chapter as compared to

others. The chapter explains about the

importance of ethics and value in PR. The

writer has smartly written the chapter short

and precise.

demerits

There should be more practical examples

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IYF (INTERNATIONAL YOUTH FOUNDATION)

MACRO/GLOBAL LEVEL

Sect oral level

Civil society

Organizational level

Mainstreaming ISP

Inter- sect oral partnering IYF &ISP

Global alliance for workers and community

Global partnership for youth development

Nokia

Entra-21

IYF Partnership & ISP

Cisco system

Rural youth development programmed

Culture communication and compatibility

Intermediary organization

Power relation

Globalization and ISP

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This is one of the most important chapter as itcovers all the vital points. It is mostly youthoriented chapter. it also mention about thevarious foundations and organization such has

IYF,ISI,CSO,CSR,USAID,NPI,CDF,UNDAF etc. Eachtopic covers the various aspects and there is lotto learn from it . The writer through its writinghas easily made the chapter much simpler andeasy to understand

Demerits Lack of examples

Repeation of topic which has the sameexplanation

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PR is recognized discipline .It is an industry

with millions of professionals.

Two way symmetrical model

PR close to universal Excellency in PR

Formation of attitudes and opinion

Education

Persuasion changing perception and onion

changing behavior

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In this chapter the writer has given thesimple and basic explanation about thevarious PR strategies, Programmers andtechnique. The writer has describe about the

how PR its goal without losing its reputationand relations. Its is the vast firm under whichmany professionals work. Since it I the lastchapter the writer has written it veryskillfully to conclude its book.

Demerits

Necessity of more examples about the currentaffairs would have enhanced the chapter.

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