Foreword
t.
In Public Relations Writing: A Planned Ap- assume that those who claim protession:
proachfor Creating Results Kerry Tucker and status will have the technical skills.
Doris Derelian outline the working theory Unlike other how-to techniques books i
that guides most public relations today. The public relations， Public Relations Writinff e~
authors make explicit what most practition- plains practices without losing sight of th
e.rs either don t acknowledge or don t recog- ends sought. Tucker and Derelian link mean
nnze---the rationale for their recommenda- to emL~ by using their working theories o
tions and actions. For some， Tucker and learning and motivation to achieve progran
Derelian s model of public relations provides objectives. By doing so， they explain pub ，
aaf~ncept.ual fra k for practicing the relations practi purposive， goal
-~ ，rata sctence that is public relations. For directed management function.
others， the book challenges commonly held This perspective has its roots in tlleiJ
vtews of public relations and approaches to respective professional lives: Practitionex
tnepractice Eitherway Public Relations Writ- Tucker is plesident of a progressive pub it
in.gexpands our understanding of how oub- relations firm. Educator Derelian is consul-
hc relations w，~. -
~ ~-~ anti now to apply theory tant to organizations developing education
m the workaday tasks of producingprotrram programs to change behavior. The product
m~aterials and activities.
of this collaboration reflects their interests
Many choose careers in public relations in both the conceptual and operational levels
l~c~tu$e they like the creative and techn cal of public relations. The book moves nicely
a~p~cts of public re ations work. Given the between these two levels as the authors illus-
tendency to focus on communication prod- trate abstract theory with real-world exam-
tKts and activities， it is easy fbr m actitioners pies--thus bridging the gap between theory
~~la~isume a.nd to let others cas(them in the and practice.
~ ~ ~: ot pubhc relations technicians. Employ-
ers and clients however， want results. They But even the best working theory does
not explain all situations ~rl th~r~fi，~o ，
|
内容加载中，请稍后...
商品评论（0条）