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Title: Targeting the Message: A Receiver-Centered Process for Public Relations Writing by William Thompson ISBN: 0-8013-0748-1 Publisher: Pearson Education POD Pub. Date: February, 1996 Format: Paperback Volumes: 1 List Price(USD): $51.00

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Average Customer Rating: 5 (1 review)

Rating: 5
Summary: Getting To Know Your Readers
Comment: The fact that there are many books available that are designed to teach you how to be a good public relations writer is not news. What is news is that William Thompson's Targeting The Message reminds you of who you are really writing to--not your boss, not your clients, not your media contacts, not yourself, but your target audiences. The purpose of Targeting The Message is to encourage the reader to discipline him/herself to consider the receiver when creating a message. Too often in the field of public relations, success is defined by the number of successful media placements one has made. Thompson does a terrific job of redefining what it means to "reach" your audiences. He stresses that "reaching" your target audiences does not mean merely being successful at getting your message through the media or getting your target publics to recognize your advertisements, but for your messages to have an impact on them. Thompson challenges you to become a better writer by entering the minds of your potential readers.

Every chapter in this book starts off with "Real-Life Lessons," "What You Know," and "What You'll Learn." Targeting The Message teaches you how to do such things as create a persuasion platform, conduct research, write a position paper, form query letters, and target print and broadcast media. And just like any good public relations text, this one has a chapter on ethics and legal issues. Also, the "Applications Workbook" section includes useful information from the Associated Press Stylebook, tips on how to improve your basic writing skills, and answer keys. Furthermore, there are case studies to which the reader can apply the chapter concepts and theories.

Targeting the Message proves to be a worthy textbook for my Advanced Public Relations Writing course (Spring 2000). Thompson constantly reminds you, and figuratively drills into your head, that you must consider the receiver when you deliver a message. This uniquely superb book can serve as a guide for any writer, especially the public relations writer. There are many books that teach you how to be a good, a great, and even an incredible public relations writer. But Targeting The Message reminds you of what is really important in message placement: not successfully reaching the media (although this is a good start), but your ability to grab the attention of your target audiences, have tremendous impact on them, and motivate them to take action.