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 public relations. He also serves as a honorary member in the advisory committees of various professional institutions.

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Public Relations means an industry that influences public opinion towards an organization and its products and services. The first PR firm , The Publicity Bureau was established 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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Includes:

Communication, Psychology, sociology, political economics & Principles of management and ethics, It conducts it duties press conferees politics & civil society entertainment & celebrity How PR function on effective communication target audience key issues selection criteria

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 manner without 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

PR multicultural Cultural theory scholars labeled these different rationalities as cultural biases which supports the 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 PR includes fatalist Voice Fatalist voice Hierarchical voice AI voice CI voice

The chapter itself indicates that the pr is multiculture. Each culture has been presented in in a very intellectual manner. Every culture and voice is cleverly written and easy to understand. The writer has given the brief detail of each theory and smartly related to it in PR

DEMERITS
In this chapter the writer has diverted from the topic to some extent. Because of which the chapter becomes misguidin and confusing eg confusion between the culture voice and theory

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the best PR services must be the agenda of an organization PRCA ( public relation consultant association) is produce to clarify queries in two parts concentration on technical aspects Role of PRCA Responsibility,crisis management etc, communication is given major importance. Consultancy depends upon the hour and days .Value of PCR Good consultancy, accurate and experience, design elastically.

In this chapter the author has described about how the purchasing power reflects the shares and other organization. There are various consultancies that work in functioning of the PR smoothly. Consultancies have their own criteria according to which they function and even charge their fees depending upon their status. The chapter has provided with detail explanation about the smooth functioning of the consultancies. Demerits in this chapter the writer has presented it in such a way that it indicates that the consultancies of PR becomes an profit making organization , which is not true. There is the description about fees of the consultancies often.

The main motive of PR is reputation and relationship leads to profit. FINANCE TRANNY Business school practice real world competition and there is 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

The main motive of PR organization is make reputation and maintain the relationship with the people which leads to their profit. their main aim is to satisfy their customers unlike the other profit making organization. The chapter has very interestingly written differentiating the B -school and PR organizations it has also mentioned about the different PAGE principles. Demerits While through the chapter the b- schools has been very strongly explained compared to the PR organizations . It has been given the more highlighted.

PR can be examined from a variety of frame work 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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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. Each theory has its own significance. Demerits Every theory of framing could have been explained with good n current examples which would have been more impactful to the readers.

PR is difficult to practice related to organizational behavior Goal dimensions of PR Quest for positive image Quest for substantial behavioral relationship of an organization & PR PR Behavior Integrated PR organization Promotional PR organization Technical PR organization Restricted PR organization Typology of power

In this chapter the writer has explained about difficulties involved in practicing PR in the organizational behavior. It is gaol oriented. For which it PR functions as strategies and managers to generate valuable outcome of the organisation.it has also mentioned about the various aspects of PR strategies such as technical 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 every topic

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

Communication is most important factor for any organization in achieving the goal. in this chapter the writer has very briefly describe about the how one is supposed to behave and maintain the posture during the conferences and interview. The writer has explained it in depth. It has mentioned all the possible points about the interview and maintaining relationship with the media and also given various advice regarding handling of media to tackle difficult interviews. Its a very simple and easy chapter. Demerits In this chapter the writer has mentioned same points twice or sometimes even thrice. There is repetition of same explanation. The chapter could have been short but there is too much explanation of simple topic in a lengthy manner.

Online communication is strongly influencing people PR practioners have found that technology can supplement task such as maintenance media list analyzing media clips and 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

In this chapter the author has mentioned about the various aspect of the online communication. Every Paragraph of the chapter is well describe. As online has become the new trend. it mostly focuses on the trust, loyalty and satisfaction of the customers. It also mentions about various terms such has graphics animation navigation ecommerce. Demeits Though the chapter has all he good points about the online & e-commerce but fails to explain the drawbacks of online in PR. The writer must have also suggested about the remedy to overcome such problems

Community information cultural, financial geographical Providing information since 1970 & refer as I&R Community networking providing people with amazing nonstop services Electronic world Use of network CI system Barriers to using CI system Public online information behavior Individual & builds community Sense making

Internet use has reverse effect by isolating individuals and decreasing interpersonal interactions. In this chapter the writer has given brief discussion about the community information ,so that there is interaction among the masses. There is detail and minute explanation about the CI. The chapter has mostly covered all important aspects of CI linking to all possible fields. Demerits There are irrelevant information in this chapter which is actually not require Too many information may also leads to confusion.

Ethics are concerned with what people should do as 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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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

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

This is one of the most important chapter as it covers all the vital points. It is mostly youth oriented chapter. it also mention about the various foundations and organization such has IYF,ISI,CSO,CSR,USAID,NPI,CDF,UNDAF etc. Each topic covers the various aspects and there is lot to learn from it . The writer through its writing has easily made the chapter much simpler and easy to understand Demerits Lack of examples Repeation of topic which has the same explanation

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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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this chapter the writer has given the simple and basic explanation about the various PR strategies, Programmers and technique. The writer has describe about the how PR its goal without losing its reputation and relations. Its is the vast firm under which many professionals work. Since it I the last chapter the writer has written it very skillfully to conclude its book. Demerits Necessity of more examples about the current affairs would have enhanced the chapter.