Heath, Robert L. <br/><br/>
Today's public relations:  an introduction/ 
by Robert L. Heath, W. Timothy Coombs. 
 - Thousand Oaks, Calif. :  SAGE Publications,  c2006. 
 - xix, 539 p. :  ill. ;  25 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Strategic relationship building : an ethical organization communicating effectively -- History of public relationships -- Managing mutually beneficial relationships -- The value of research -- Elements of planning -- Taking action : strategic messaging -- Evaluation of public relations efforts -- Public relations theory in practice -- Ethical and legal restraints on public relations practice -- Monitoring and managing issues -- Selecting media, technologies, and communication tools -- Publicity, promotion, and writing -- Collaborative decision making -- Building a career -- The future of public relations : globalism and cyberspace. 
<br/><br/><label>ISBN: </label>1412926351 (pbk. : alk. paper) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Public relations.
<br/><br/><label>Dewey Class. No.: </label>659.2  / HEA/T