Heath, Robert L. <br/><br/>
Today's public relations: An introduction. / 
Robert L. Heath  
 - London:  SAGE,  2006. 
 - xix,539p.:  ill.;  28cm. 
<br/><br/> Includes references and index. 
<br/><br/>Contents: 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 
<br/><br/><label>LC Class. No.: </label>HM1221.H43