Analyzes public relations writing as an activity which is uniquely related to organizational goals and objectives. Provides a basis for theory by linking rhetorical theory and communication management and describes a method for framing public relations writing objectives. Notes that objective statements are useful because, among other things, they…

Ten areas of change, or megatrends, are transforming the practice of public relations. First is the change from manipulation to effective adaptation to environmental demands, constraints, and opportunities. Second, the role of the public relations practitioner is changing from external counselor to internal team member and leader. Third is the…

Demonstrates the importance of the speech communication discipline in corporate advocacy or issue management. Characterizes an emerging field that reflects an ancient tradition of issue analysis; shows how effective advocates are trained through speech communication curricula; and suggests additional areas of help in educating effective issue…

To be competitive in the job market, speech communication students should have courses in technical subjects and business administration. A focused master's level speech communication education can prepare students for two career paths: public relations management (with emphasis on campaign design and corporate communication beyond the required…

The increased demand on educational administrators to share power with parents, community groups, teachers, and school staff emphasizes the need for more participative decision-making and for improved communications with school groups and the outside public. Participative decision-making through groups or councils requires clear, unambiguous…

Drawn from a conference focusing on the changing nature of the communication function, the papers in this collection analyze and outline the professional and personal developmental techniques necessary to anticipate and capitalize upon those changes. Among the specific topics discussed in the 32 papers are the following: (1) the techniques and…

This learning module, which is part of a management and supervisor training program for managers and supervisors employed at the Department of Energy's Waste Isolation Division, is designed to prepare trainees to communicate effectively with external organizations and the public. The following topics are covered in the module's individual…

The effectiveness of an organizations's adaptive behavior depends on the extent to which public relations concerns are considered in goal setting and program planning. The following five open systems propositions, based on a "functional" paradigm, address the complex relationship between public relations and organizational intelligence and do not…