TY  - BOOK
AU  - Heath,Robert L.
TI  - Today's public relations: an introduction
SN  - 1412926351 (pbk. : alk. paper)
U1  - 659.2 
PY  - 2006///
CY  - Thousand Oaks, Calif.
PB  - SAGE Publications
KW  - Public relations
N1  - Includes bibliographical references and index; 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
ER  -