Controlling Technology Hype

Article says that the PR practitioner?s role is to hew to accuracy rather than flog enthusiasm. It is a willingness to stand up to technologists, to assemble facts and to present stories within the context of the marketplace. It is understatement to write that this is a hard task fraught with professional peril. Technologists believe their sole job is to get a story out. Others verify facts. This, of course, defaults on the practitioner?s responsibility for crafting effective messages, and it threatens the practitioner?s reputation. For more induction over the issue, read the article.

Provided by: Topic: Software Date Added: Jan 2003 Format: PDF

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