Publisher: Prentice Hall, New
Authors: Tucker, Derelian & Rouner
I have recommended 'Public Relations Writing'
to several ISKCON communications directors world-wide. Despite the
title, this book is much more than a book on public relations writing.
The subtitle, 'An Issue-Driven Behavioural Approach,'
helps define the work as one of cutting-edge communications philosophy
and practice. Authors Kerry Tucker, Doris Derelian, and Donna Rouner
have produced a text for graduate students of communications while
unwittingly performing a service for ISKCON communications aficionados.
Devotees wishing to understand the nature and practice
of contemporary public relations can profit from reading this text
and performing the exercises at the end of each chapter.
Fortunately, the authors cover a wide range of communications activities,
including case studies, generation of media interviews, organisation
of special events, internal communications, and writing for the
electronic media. Instructions on how to prepare news releases,
backgrounds, fact sheets, and biographical sketches form an essential
part of the mix.
Those doing the exercises will have to tax their brains.
The text is academic, but a pervasive theme gives the work unusual
cohesion for a textbook. The authors call this theme 'the behavioural
Appearing in almost every chapter, this framework takes
the form of four questions: 'Does the communication raise a public
need, concern, or interest? Is your desired behaviour clearly presented
in a believable solution? Have you clearly presented the benefits
of acting and the consequences of inaction? Have you helped the
individual rehearse the desired behaviour? The purpose of the book
is to demonstrate that excellent communications should do more than
change attitudes; it should change the way people behave.
Kerry Tucker is a principal owner of Nuffer, Smith,
Tucker, a San Diego-based public relations firm, most of whose clients
are non-profit organisations.
Srila Prabhupada's movement is one of the Nuffer firm's
clients. ISKCON news releases and some paragraphs about the Society
appear on the pages of the book, and this certainly makes for added
interest to devotees. 'Public Relations Writing' is a practical,
contemporary guide that can be readily applied to a wide variety
of ISKCON communications objectives, strategies and tactics.
GBC Emeritus and former Global Director for ISKCON Communications