If You Build It, Will They Come? The Importance of Promoting Technical/Professional Writing Programs
http://www.cptsc.org/conferences/2000/Patterson.html
  peer-reviewed

Patterson, Celia
CPTSC Proceedings
2000

Abstract:

Although the field of technical/professional writing continues to grow apace with the demand for its graduates, a large number of people, especially students, have never heard of it, or, if they've heard of it, have no idea what it is. Consequently, our program has begun an aggressive promotional campaign.