Lattimore, Dan. creator Baskin, Otis Heiman, Suzette T. Toth, Elizabeth L. Van Leuven, James K. text xxu Boston McGraw Hill 2004 monographic eng

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xxi, 390 p.: ill.; 26cm. 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. Dan Lattimore et al. Includes index. Public relations United States HM1221.P822 0072424028 121121