The present invention relates generally to methods and transcriptional control sequences suitable for effecting expression of a nucleotide sequence of interest in a plant. More particularly, the present invention relates to methods and transcriptional control sequences suitable for directing specific or preferential expression of a nucleotide sequence of interest in a plant seed. Of particular interest as a transcriptional control sequence in this invention is the promoter PR602 (SEQ ID NO: 1) found in the 5'-untranslated region of the rice END1-like gene and isolated from a rice panicle library.