Public Relations Writing and the Corporate Image

Abstract

In this article Professor Morton suggests that Public Relations should mean more to a firm than keeping a specialized staff of public relations workers. The firm must make an effort to im prove its public relations in all phases of its existence. At the same time there is much that can be done to improve the quality of public relations writ ing as a part of the over-all image-making process.

This article is based on an ad dress before the ABWA Nation al Convention, San Francisco, August 31, 1967.