The Public Relations Practitioner's Playbook
A Synergized Approach to Effective Two-Way Communication
by
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PR is… A goal of "The Public Relations Practitioner’s Playbook" is to assist organizations in achieving their goals. To do that, dissect the author’s “informal” definition of public relations:
Public relations is as simple as a thank-you note and as complicated as a four-color brochure.
It’s as specific as writing a news release and as general as sensing community attitudes.
It’s as inexpensive as a phone call to an editor or as costly as a full-page advertisement.
It’s as direct as a conversation between two people and as broad as a radio or television program reaching thousands of listeners or millions of viewers.
HERE, MY FRIENDS, IS THE BIG QUESTION: What IS public relations?
It is a term often used – seldom defined!
In its broadest sense, public relations is “good work, publicly recognized.” Believe me, there are no secret formulas. Public relations is simply: the group itself saying – “This is who we are, what we think about ourselves, what we want to do and why we deserve your support.”
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About the Book
“The Public Relations Practitioner’s Playbook” is how-to and hands-on. Theory is woven into thousands of proven techniques, tips, tactics, tools and strategies spread over nearly 600 pages. Explanations, examples and anecdotes are in a language that should appeal to experienced practitioners, college students and organization volunteers who assist with public relations and publicity. “The PR Practitioner’s Playbook” – an anatomy of the public relations profession – relies on my experience as a reporter, editor, public relations counselor, and strategic advisor and evaluator. It demonstrates that successful writers practice their craft with poise and eloquence. It is an extension of the author's classroom, which many students call, “Litwin’s laboratory for practical knowledge.” As former KYW Newsradio colleague Kim Glovas observed,” Larry’s voice is the voice of this book.” Among those considered mentors – and contributors to this book – are Nick George, former managing editor at ABC Radio News, ABC sportscaster Howard Cosell, KYW Newsradio anchor Bill Bransome, print journalist extraordinaire Everett S. Landers and legendary broadcast journalist Edward R. Murrow. They spent countless hours helping the author hone his skills and encouraging me to be an open, honest, thorough and valid (relevant) communicator. They stressed tangible tools, and such attributes as knowledge, loyalty, judgment, trust, credibility, ethics and integrity. “The Public Relations Practitioner’s Playbook” serves as a basic or supplemental text in introduction to public relations and graduate overview courses. It offers a refreshing, down-to-earth approach to which many students are just not accustomed. Strategic advisors refer to it as a “potpourri of proven public relations techniques.” The companion CD-Rom contains, among its many tactics, three PowerPoints® that summarize the 17 chapters.
About the Author
M. Larry Litwin, APR, Fellow PRSA, is an established strategic advisor, teacher, mentor, role model and ethicist, and an award-winning public relations counselor and broadcast journalist, who has left a lasting impression on thousands of students and professionals. He is associate professor of communication at Rowan (N.J.) University where his classroom is considered a “laboratory for practical knowledge.” Litwin incorporates “edutainment” into teaching public relations, advertising, radio and television. He is a member of the Public Relations Society of America College of Fellows, recipient of the National School Public Relations Association’s Lifetime Professional Achievement Award for “excellence, leadership, contributions to the profession, and advocacy for students and our nation’s public schools,” the Sigma Delta Chi Bronze Medallion for Distinguished Service in Journalism and has been recognized by the Public Relations Student Society of America with its Outstanding Faculty Advisor award. The Public Relations Practitioner’s Playbook is a how-to, hands-on, step-by-step manual