One of the publications I followed at the time was PR Watch. It was a quarterly that was exactly what its name suggests. In 2002, I stumbled across a story that filled in the gaps in my understanding of the dialogue schema used by PR firms. The piece was written by two guys I don’t know: Bob Burton and Andy Rowell.
How PR Firms Created “Dialogue” Structure Used by Cancer Groups and Tobacco Clients
Source: The Cancer Letter | Published: 10/6/2017