Lattimore, Dan. <br/><br/>
Public relations: the profession and the practice. / 
Dan Lattimore et al. 
 - Boston:  McGraw Hill,  2004. 
 - xxi, 390 p.:  ill.;  26cm. 
<br/><br/> Includes index. 
<br/><br/>Contents: The Profession: The Nature of public relations -- The History of public relations -- A Theoretical basis for public relations -- Law and ethics -- The Process: Research: Understanding public opinion -- Strategic planning for public relations effectiveness -- Action and communication -- Evaluating public relations effectiveness -- The Publics: Media relations -- Employee communication -- Community relations -- Consumer relations and marketing -- Financial relations -- The Practice: Public affairs: Relations with government -- Public relations and non-profit organizations -- Corporate public relations -- Emerging trends in public relations. 
<br/><br/><label>ISBN: </label>0072424028 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Public relations.-- United States.
<br/><br/><label>LC Class. No.: </label>HM1221.P822