Heath, Robert L. creator Coombs, W. Timothy. text xxu London SAGE 2006 monographic eng

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xix,539p.: ill.; 28cm. 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. Robert L. Heath Includes references and index. HM1221.H43 1412926351 150716