Background
Kruckeberg, Dean Alfred was born on December 25, 1946 in Owatonna, Minnesota, United States. Son of Alfred William and Benita Helen Kruckeberg.
( This slim volume hits hard at one major point: public r...)
This slim volume hits hard at one major point: public relations practitoners need to abandon their dominant attitude of narrowly serving the needs of their clients and instead attempt to engender a broad-based sense of community. By approaching public relations from this broader perspective both the needs of the client and the community are served. Implicit in this theory is that a closer-knit community will retain more traditional family-based values and therefore comprise a more stable and appreciative economic unit for one's client. Canadian Journal of Communication Public relations is commonly viewed as using persuasive communications to achieve a client's vested goal. Kruckeberg and Starck challenge this oversimplified approach, asserting that public relations is a complex, multi-flow process that should--and can--affect society as a whole. In Part I, they examine critically the historical definition and practice of public relations, outlining the shortcomings of this narrow approach. Part II explores how the community itself has changed. Such issues as the shift from rural to urban life and the attempt to regain a sense of community are discussed. Part III attempts to reconcile the authors' new notion of public relations and community through an in-depth case-study. The results lead the authors to conclude that only if public relations is practiced as an active attempt to build a sense of community can it become a full partner in the communications milieu.
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Kruckeberg, Dean Alfred was born on December 25, 1946 in Owatonna, Minnesota, United States. Son of Alfred William and Benita Helen Kruckeberg.
Bachelor in English, Wartburg College, Waverly, Iowa, 1969; Master of Arts in Journalism, Northern Illinois U., 1974; Doctor of Philosophy in Mass Communications, U. Iowa, 1985.
With public relations, Lutheran General Hospital, Park Ridge, Illinois, 1969-1973; extension information specialist, University of Minnesota, St. Paul, 1973-1976; instructor journalism, U. Iowa, Iowa City, 1976-1979; assistant professor mass communication, Northwest Missouri State University, Maryville, 1979-1983; coordinator public relations degree program, U. Northern Iowa, Cedar Falls, since 1983.
( This slim volume hits hard at one major point: public r...)
Member Public Rels. Society American, Association for Education in Journalism and Mass Communication, Speech Communication Association.
Married Cindy Ann Harper, April 20, 1968 (divorced July 1987). Children: Stephanie, Jeremy.