Public Relations Writing: An Issue-driven Behavioral Approach

ISBN-10: 0132564882
ISBN-13: 9780132564885
Series: Public Relations Writing
Pages: 358
Language: English
Published: 1997
Publisher: Prentice Hall
Authors: Kerry Tucker, Doris Derelian, Donna Rouner

Description

Public Relations Writing organizes writing and the techniques of practice to generate supportive behaviors from publics important to an organization. Its foundation is an issue anticipation process which incorporates behavioral strategy to help manage issues critical to the pursuit of an organization's mission. A behavioral framework links the public relations plan and application of motivational principles to writing and organizing public relations techniques. The third edition modifies the behavioral framework to better overcome obstacles to behavior change. It also begins to embrace the new wave of communication technology which will revolutionize public relations writing and tactics.