By primarily leaning on work in the fields of linguistics and rhetoric this text is the first book to formally present the textual features and the implicity exigencies of public relations discourse genres. This book goes further by directly linking text types, message design, and strategy, thereby placing public relations as a more valued and valuable part of organizations' businesses and society's fabric. The everyday work of public relations therefore is not merely to produce discourse but to produce it in such a way as to celebrate and inculcate societal organizational values, creating consistent messages across media channels, campaigns, and long-term communicatin programs. Recognizing the deeper purposes of public relations discourse genres thereby unites organizational interests and those of publics to build sustainable relationships with them
