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.Scott M. Cutlip, Allen H. Center, and Glen M. Broom, Effective Public Relations, 6th ed. (Englewood Cliffs, NJ: Prentice Hall, 1985), p.273. 2. aquot;Marketing vs. Public Relations, aquot; A Challenge to the Calling: Public Relations Colloquium 1989, Sananbsp;...
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