Writing Winning Proposals PR Cases teaches students that a goal should describe a desired ultimate condition or state of being as though it has been achieved. (Acceptable: For XYZ to be operating as a recognized leader in its field. This is written as though the company has arrived at a new level of esteem—a new state of being. It would be unacceptable to write as a goal, for XYZ to become a recognized leader in its field, because that leaves XYZ in its current unrecognized position or state of being—trying to become a recognized leader. The text provides 25 examples of goals written by six rules on Page 164, and describes the four functions of a goal.
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Raising the bar in public relations
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2nd Edition
The 2nd edition of my book was published in August 2009 and is available at www.cognella.com/titles/hagley/
Writing Winning Proposals
"Writing by the rules creates winning proposals and helps raise the bar in public relations," Tom Hagley, senior instructor of public relations, University of Oregon School of Journalism and Communication.
Contact: thagley@tomhagley.com
© 2009 Tom Hagley. All Rights Reserved.