Linda P. Morton, Ed.D, APR, is a Professor Emeritus from The University of Oklahoma. She practiced marketing and public relations and taught public relations for a total of 33 years. She is listed in many Who's Who.

She wrote her first book after not being able to find a satisfactory book for her Public Relations Publications class. Public relations practitioners need to base all decisions on a specific target public. So she wrote her book to teach students to base design decisions on target public characteristics.