Summary of Chapter 9
This chapter focuses on four major issues; a discussion of the bedrock pertinence of media relations as one of the most crucial skills is works related to public relations. According to Seitel, a significant number of public relations professionals have emerged from various fields i.e. colleges, with few being former journalists. However, the pertinence of media in relation to the practice of public relations cannot be overlooked (Seitel, 170). In this aspect, public relations officers have to possess the knowledge on how to deal with the media. It also explores communication is three major forms i.e. print, electronic as well as internet. The chapter provides an explanation on how the current society has not favored print media, especially newspapers this is attributed to the fact that a significant number of the current global populace current prefer accessing information from other modern source, particularly the internet. The third issue explored in this chapter is importance of publicity as a more powerful as well as more credible in comparison to advertising. It provides a variety of reasons that make publicity more importance compared to advertising for example; publicity involves the use of little or no budget et cetera. On the other hand, it focuses on a discussion that involves the exploration of proper ways of dealing with organizational publicity vis-à-vis journalists. Some of the strategies that have been provided in regard to how organizations can deal with publicity in the chapter are; pitching and online publicity, handling media interviews as well as discussion starters.
Summary of Chapter 10
Summary of Chapter 11
This chapter focuses on a discussion on issues associated with employee relations. One of the major issues discussed in regard to employee relations in the chapter is internal public. According to Seitel, internal public is one of the mostly overlooked constituencies despite the fact that it plays a crucial role in organizational management. The chapter also engages in a discussion that explores the philosophy of how organizational managers can deal with employees in a generation characterized by layoffs as well as slow job growth. The chapter indicates that apart from engaging in an organizational audit, organizational managers can engage in learning best practices as a means of enhancing the morale of their employees. It also highlights certain considerations that employers and organizational manager have to observe when deciding how to deal with their employees for instance: Risks associated with employee engagement in case it remains at its current level et cetera. Moreover, the chapter focuses on a discussion on the three major tactics that can be applied in an organization to facilitate communication with the internal public i.e. print, broadcast and print. Consequently, this chapter discusses challenges experienced by organizational manager in communicating with employees as a result of social media. According to the chapter, a significant number of employers in the United States have blocked their employees from using social media (Seitel, 243).
Work Cited
Seitel, Fraser P.. The Practice of Public Relations, 12th Edition. Prentice Hall, 2014. VitalBook file.
