David Apter, 67, a Washington public relations executive who acted frequently on behalf of civil rights and similar causes, died at Suburban Hospital Nov. 29 after a heart attack. He was stricken at the home of a son in Rockville.

In 1963, he helped coordinate publicity for the March on Washington that was led by the Rev. Dr. Martin Luther King Jr. In the 1930s, he helped organize the United Negro College Fund. He was an assistant to the chairman of the Federal Fair Employment Practices Commission and president of the Public Relations Association for Negro Colleges.

At the time of his death he was planning a 20th Anniversary March on Washington. Clients of the firm he founded in 1964, David Apter & Associates, included the League of Women Voters, the National Council for Equal Business Opportunity, the Leadership Conference on Civil Rights, the National Urban League and the Center for the Study of Democratic Institutions.

He had been a consultant to White House conferences on education, children and youth, and civil rights.

He also represented the Republic of Togo, World Airways, State Farm Insurance, Jack Anderson Inc. and the National Air Carriers Association.

He received the National Silver Anvil Award from the Public Relations Society of America for his work in publicizing the basic grants program of the U.S. Office of Education. This provided funds to members of minorities who were going to college.

Mr. Apter was born in Rocky Hill, Conn. He grew up in Alexandria and was graduated from the old Central High School in Washington. He was a reporter for The Washington Daily News and The Washington Times-Herald. He also worked for the Hartford Times in Hartford, Conn.

He began his public relations career with the John Price Jones Corp. in New York. During World War II, he was an officer in the Army Air Forces. His duties included helping to ease situations where race relations were a factor.

After the war, he worked for the mayor of Los Angeles. In 1952, he returned here and worked for the State Department and UNESCO. In 1955, he became the Washington representative of the New York public relations firm of Edward Gottlieb & Associates Ltd. He resigned when he founded his own company, of which he remained president until his death.

Mr. Apter, who lived in Washington, was a director of the Washington Urban League and a member of the National Press Club, the Capital Press Club, the Federal City Club and the American Society of Travel Writers. He also was a member of Temple Sinai.

His wife, the former Violet Weiss, died in 1978.

Survivors include two sons, Marc, of Rockville, and William, of Washington; a daughter, Joan, also of Washington; a sister, Joyce Bisberg of West Hartford, Conn., and four grandchildren.