GARY W. SELNOW is Associate Professor of Communication Studies at Virginia Polytechnic Institute and State University and Director of Insight Research Associates, a public opinion and survey research firm.
WILLIAM D. CRANO is Professor of Psychology and Director of the Public Policy Resources Laboratory at Texas A&M University.

This book is well documented, well written, well researched and is up-to-date. It is non-sexist. It is more than a `manual for business communicators.' It is more than a book of `how to's.' And it is more than a book of do's and don'ts. The authors and contributors skillfully draw upon a broad range of social sciences literature and their personal communication experience, both of which make this book invaluable in our understanding of the relationship between communication theory and practice. Beyond that, they offer clear guidelines for effective public communication. Public Relations Review
This book discusses the strategy of targeted communication and explains the steps necessary to plan and implement an effective information program. Selnow and Crano both place their recommendations in a communication theory and research perspective and show them to have practical application in real-world programs. They deal not only with the how to's, but with the why's as well.

The Targeted Communication Approach
Introduction: An Overview of Targeted Communication
Fundamentals of Persuasion
Media Usage in Targeted Communication
Interpersonal Communication: One-to-One Designs
Program Planning
Feedback Gathering Techniques
Strategy and Design of Targeted Programs
Discussions from the Field
Assessing the Mind of the Public by Erwin P. Bettinghaus
Communication and the Line Manager by Hal Lacy
The Media Speak: Radio Advertising by Bud Heck; Television Advertising by Richard A. O'Donnell; Magazine Advertising by Marvin M. Gropp; Newspaper Advertising by F. Stephen Harper
Bibliography
Index