Overview

The author with over five decades of professional and academic experience has considerably revised and updated every chapter of the book to present, contemporary diverse public relations and media practices. As a result, the new edition contains the best of previous editions and at the same time replaces all the dated material with new figures and advanced information. Subjects like Mass Communication, Public Relations, Journalism, Advertising, Media Studies, Event Management, PR 2.0 New Model and eight case studies including Mahatma Gandhi World's Greatest Communicator — all in one make this edition truly unique and the only textbook of this type in India. The other key topics that have been given attention in the book include PR as a Strategic Management Function; Communication Models: History of Indian PR; Standards and Ethics in PR; Corporate Communications; PR in Government, Public Sector and NGOs; Global PR; Internet and Social Media; Multimedia PR Campaign and PR into the Future. Learning Tools Students learning tools such as Chapter Opening Preview, Relevant Case Problems in the Text, End of the Chapter Summary for quick understanding, Review Questions for practice, the Glossary and traits needed for success in PR career are added value to this edition. The text is a must read for every student, faculty and practitioners of Mass Communication, Media Relations, Journalism, PR & Advertising and all management disciplines.

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C.V. Narasimha Reddi, Ph.D, Director, Information and Public Relations Department, AP (Retd.), is Editor, Public Relations Voice (a premier journal on public relations in India) has held a wide range of professional, academic and administrative positions. Among academic posts held include: University Grants Commission (UGC) National Professor in Public Relations; Vice-Chancellor's Visiting Scholar, University of Canberra; Visiting Professor to various Universities in Australia, China, UK and USA (the only Indian PR professional who delivered lectures in four foreign countries); Advisor, Osmania University and Dr. B.R. Ambedkar Open University; Director, India Foundation for PR Education and Research, New Delhi; Member on the Board of Indian Institute of Mass Communication; Academic facilitator IGNOU; and Director, Bhavan's College of Communication and Management, Hyderabad. He was instrumental in launching both UG and PG Public Relations Courses at Dr. B.R. Ambedkar Open University; Sri Venkateswara University, Tirupati; and Osmania University. As a member of the UGC Expert Committee on communication and PR studies, Dr. Reddi not only designed the syllabus for B.A. (PR) and M.A. (PR) but also prepared the guidelines for PR courses offered in Indian Universities. As a practitioner, Dr. Reddi held several professional and administrative posts such as Director (PR), APSRTC; Press Secretary to four Chief Ministers, AP; Director, Cultural Affairs; Director, Academy of Rural Development; and Additional Director, Sports and Youth Services. As a National President PRSI in 1986, he gave a call that National Public Relations Day should be observed every year on April 21, which is being followed. Professor Reddi has authored 30 books including How to Be a Good PRO 1974 and a Dictionary on Mass Communication & PR. While reviewing the First Edition of Effective PR and Media Strategy, The Hindu commented Dr. Reddi qualifies for the appellation Guru of PR Education in India . He was conferred the Media India Award (1986); US-PRSA Award (1995); PRSI-the Man of the Year (1998); Millennium Award for PR Education (2000); Lifetime Achievement Awards by PRSI (2006); ABCI Lifetime Achievement Award (2007); GFPR Lifetime Achievement Award (2008); PRCI Hall of the Fame (2008); Sri Potti Sriramulu Telugu University - Keerthi Puraskar (2011); PRCI Best Author & Best Editor Chanakya Award (2013)..

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